Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
You’ve no doubt noticed that we’re slowly drowning beneath an ocean of content. Before long, our little world of words and pictures will be so flood bound, it’ll make Tuvalu look like Mt Everest.
That creates a huge challenge for communicators. How do you produce the stories that will float to the surface… that will engage and inspire people to belief, action and results?
Thankfully, there’s something working in your favour. You see, almost every business, brand, project or team is loaded with stories that could help and inspire others.
You’ve just got to know how to tell them…
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
You’ve no doubt noticed that we’re slowly drowning beneath an ocean of content. Before long, our little world of words and pictures will be so flood bound, it’ll make Tuvalu look like Mt Everest.
That creates a huge challenge for communicators. How do you produce the stories that will float to the surface… that will engage and inspire people to belief, action and results?
Thankfully, there’s something working in your favour. You see, almost every business, brand, project or team is loaded with stories that could help and inspire others.
You’ve just got to know how to tell them…
In commemoration of a year in print, we present the Startup of You in visual summary. The last year has continued to demonstrate how work and careers need a new entrepreneurial mindset for everyone, not just entrepreneurs.
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
Confusing movement with progress is pretty common in business – with people often running around like headless chickens. But it’s not about how busy you are, it’s about effectiveness: trying to avoid all the timewasting trivia and focusing on the important stuff.
A lion sleeps for over 18 hours day, and yet is still the undisputed king of the beasts. It is the master of minimal effort, maximum return. This is at the heart of the Sleeping Lion approach. For over 12 years, I have been advising companies on how to simplify and improve sales, marketing and business development – through consultancy, workshops and facilitation.
There are a range of tools and exercises available here that draw together Branding, Customer Loyalty, Marketing, Sales, People Development, Productivity, Idea Generation and Business Ethics – everything you need to focus and align your product, people and communication strategies. If you require help with any of these, I can run bespoke training sessions.
In this innovative book Jürgen Salenbacher shares his unique personal coaching method designed to develop creative thinking and innovation. The method, which originated as a career management tool, can be used by anyone who wishes to explore what they have to offer the world. In five succinct chapters Salenbacher reveals how to use brand positioning methodology to discover where to go next
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
2. EEN OF ANDERE
INTERESSANTE TALK
(of misschien net niet)
Hi there!
- @elinegoethals
- Strategic Director at Happiness Brussels and
Strategist at the FCB Global Strategy Team
- Founder & board member of YoungDogs vzw
- Board member of Expertise Center Strategic
Planning ACC Belgium (and unfortunately the only
woman)
- After hours, I teach entrepreneurship at Let’s Go
Urban (Urban Dreamers)
- I travel a lot for work
- I have 2 dogs (not the one on the pic)
Before?
- 2013 – 2016: Strategic Planner at LDV United
- 2010 – 2013: my own non-profit, City of Antwerp,
my own video company,…
3. 1. But what the hell is strategy?
2. THE STRATEGIC PROCESS
3. How to write a good strategy
4. WHAT MAKES A GOOD STRATEGIST
WHAT WE’LL BE TALKING
ABOUT TODAY.
8. Objective: what you want to achieve
Strategy: how you’re going to achieve it.
9. Strategy is a roadmap:
a way to solve a certain
problem to an
advantage.
10. Rumelt says that good strategy consists of 3 things:
(1) A diagnosis that defines or explains the nature of
the challenge/difficulty
(2) A guiding-policy for dealing with the challenge
(3) A set of coherent-actions that are designed to carry
out the guiding-policy
11. SO, CREATING a strategy means:
1. Knowing where you want to end (what your objective is),
2. Diagnosing the challenge(s) to get there,
3. Coming up with a way to over come these challenges (your solution),
4. And having a clear roadmap, a plan to bring your solution to live.
12. THE ART OF STRATEGY HAS BEEN
EXISTING FOR EVER, WAR AS MOST
THE discussed EXAMPLE.
13. "The Art of War" remains on of the world's most famous
military texts, 2,500 years after it was published by Sun Tze
( Sūnzi) an adviser who probably lived during the
Spring and Autumn Period (776-471 BCE).
14. "He will win who knows when
to fight and when not to
fight."
“Victorious warriors win first
and then go to war, while
defeated warriors go to war
first and then seek to win”
“Strategy without tactics is
the slowest route to victory.
Tactics without strategy is the
noise before defeat.”
21. 1968 – Stephen King:
“The main responsibilities of the account planners are to: (1) set objectives for
creative work, media scheduling and buying, merchandising and to help
develop the objectives into action, (2) plan, commission and evaluate
advertising research, (3) plan advertising experiments, (4) evaluate advertising
and experiments and (5) present work to account groups and clients.”
22. IN WORDS MY MOM UNDERSTANDS:
When developing a campaign, the strategists defines the
- why (objective)
- what (message)
- who (audience)
- when (timing)
The creatives then come up with a brilliant ’how’.
27. THE STRATEGIC PROCESS
1. Define your objective
2. Read around the subject
3. Define the barriers that are in your way
4. Identify your strengths: the things in your favour
5. Re-define your problem precisely
6. List the potential solutions (never go for your first and only idea)
7. Write an honest list of their pros and cons
8. Choose the most promising
9. Test/research it
10.Summarise your strategy and how it should work
28. 1. DEFINE THE OBJECTIVE
What do we want to achieve?
How will we know if we are successful?
What do you need to do in real terms?
31. BUSINESS OBJECTIVE
Grow revenue by 2.5
billion pounds
BUSINESS STRATEGY
Focus on core
business of
supermarket
Marketing objective
Increase ticket value
of existing clients
MARKETING STRATEGY
Increase every
transaction with £1,14
32. BUSINESS OBJECTIVE
Grow revenue by 2.5
billion pounds
BUSINESS STRATEGY
Focus on core
business of
supermarket
Marketing objective
Increase ticket value
of existing clients
MARKETING STRATEGY
Increase every
transaction with £1,14
COMMS OBJECTIVE
Stimulate clients to
add extra elements
to their basket
COMMS STRATEGY
‘try something new
everyday’
33.
34.
35. Generate profit for staff bonusses
Increasing share of department store market
Increasing sales during Christmas period
Get more customers, spending more
Increasing store traffic
Increasing propensity to shop at JL for
Christmas gifts
Increase brand salience and deepen
emotional connection
Creating Britain’s most watched, loved and
talked about Christmas advertising
BUSINESS
OBJECTIVE &
STRATEGY
MARKETING
OBJECTIVE &
STRATEGY
COMMUNICATIONS
OBJECTIVE &
STRATEGY
BY
BY
BY
BY
BY
36. 2. DEFINE THE CHALLENGE
Strategy doesn’t make sense if you don’t know the context in
which you operate. You need to define the business context and
the problems / challenges the business is currently experiencing
before you can find ways to achieve the objective
37. WHY AREN’T WE CURRENTLY
REACHING our amazing
OBJECTIVE?
38. Possible problems:
ü lack of knowledge / familiarity with the brand,
ü value perceptions
ü user or brand imagery
ü lack of relevant role / positioning for the brand
ü inferior product
ü seasonality
ü clutter
ü relative competitor strength
ü human failing / shortcoming
ü market categorization
ü …..
44. ‘Young girls feel like they need an extensive and complicated
beauty routine to be ‘part of the cool gang’.
‘People remain client of a way too expensive telecom
operator because they are inert to make a change
(lazy!).’
‘People don’t trust a multi-purpose cream (body and
face) and don’t believe it is good enough.’
‘Drinkers of non-alcoholic beer are still seen as nerds
and people who settle for less taste.’
45. 3. DEFINE THE SOLUTION
There is never just one solution. All strategies are well estimated
guesses, very probable solutions but one never knows for sure. It
is our job to make sure our solution is the most probable one.
46. READ AROUND YOUR SUBJECT
RESEARCH your context
Start with the brand and product.
Then go to the 3 c’s of context:
Culture
Consumer
competitor
47. Most of the time, the best solutions are based
on an insight. A revelation that tells you
something about people, about brands, about
the way products are used that can be used in
your solution.
Insights function as leverage.
48. “Nothing is so powerful as an insight into human nature,
what compulsions drive a man, what instincts dominate
his action, even though his language so often
camouflages what really motivates him. For if you know
these things about a man you can touch him at the core
of his being.”
- Bill Bernbach, DDB
49. AN INSIGHT IS:
NOT A FACT
People tend to feed their pets twice a day.
NOT AN OBSERVATION
They tend to feed them at breakfast and dinner time.
THIS IS THE INSIGHT
People feel guilty eating in front of their pets.
53. #1 IT’S HUMAN.
A GOOD INSIGHT IS BASED ON HUMANS. HUMAN BEHAVIOR.
THIS COULD BE BEHAVIOR AS SUCH, LINKED TO THE
PRODUCT, LINKED TO THE BRAND, LINKED TO THE
CATEGORY BUT ITS ALWAYS HUMAN.
54. #2 IT’s THOUGHT-PROVOKING
I BELIEVE GREAT INSIGHTS PROVOKE SOMETHING.
IF YOU TELL THEM AT YOUR MOM, SHE WOULDN’T SAY ‘OK’.
SHE WOULD START TALKING, DEBATING, AND SO ON.
55. #3 IT UNCOVERS A CLEAR TENSION / FRICTION
GREAT INSIGHTS UNCOVER SOMETHING THAT WAS
COVERED UNTIL THEM. SOMETHING PEOPLE DO
UNCONSIOUS, DIDN’T SEE OR KNOW BEFORE,…
IT SHOULD HIT A NERVE.
56. #4 IT ANSWER A WHY QUESTION, NOT A WHAT QUESTION
A true insight answers a ’why’ question and is not
simply a statement, observation or a description of
a certain happening.
57. #5 IT TAPS INTO AN UNMET NEED
Spotting an insight as a brand that no other brand
has done, gives you a competitive edge. It is about a
consumer need that no one has realiZed yet, that
no one saw before.
58. #6 and, it is universal
THE BEST INSIGHTS TAP INTO A LARGER AUDIENCE, IDEALLY
EVEN ALL HUMANS ON THIS PLANET. THE BIGGER THE
AUDIENCE THAT YOUR INSIGHT TAPS INTO, THE MORE IT
WILL SPEAK TO PEOPLE. INSIGHTS THAT ARE ABOUT A
NICHE, CAN ONLY BE USED FOR THAT NICHE.
61. CREATE OBSERVATIONS WHEN NEEDED
22
To understand the personalities of different luxury car
owners, one agency simply photographed and analyzed
their personal license plates.
Insights don’t have to be expensive or come with 8-week
timelines
To understand the meaning of
beauty today, one agency simply
asked women to tell them.
Source:Paragraph Project
63. Objective: increase sales of Beats by Dr. Dre
Challenge: The brand couldn’t fight it out on technical specs/product
innovation because competitors already more cred’ (Sennheiser/Sony/Bose )
and anyway Beats had historically been dissed as a posers brand. Not for
people who really love music.
Solution: Our new headphones cut out noise so you can hear the music not
the background - so - that means you will not be distracted by the world
around you. So - that means you will be calm and focused. So - that means
you will have the focus that is needed to perform at your very best.
66. STUCK? HERE’S A TECHNIQUE
à Done by Nintendo, right before the invention of the Wii.
67. Extra checks for your solution:
• How credible is the solution?
• Does it help differentiating the brand?
• Will it motivate?
• What will the staff think?
• Is it an inspirational creative springboard?
68. Then, when you have your promising
solution; test & research it!
1. Get a colleague to play devil’s advocate
2. Go back to your original research & try to
disprove it
3. Socialize your thoughts with experts (and
refine)
69. On to the creatives!
Creatives looooove solving
problems.
1. What’s the problem we are
trying to solve?
2. What’s an insight that can help
solving that problem?
3. What can we say, inspired by
that insight, to help us solve
the problem?
71. There’s quite a lot of shitty
strategy out there.
Get ready to hear the word
where ever you go and in
whatever you read.
Knowing what is good strategy and
what isn’t will make you useful (and a
bit of a smartass but deal with it).
72. Generally speaking,
there are 4 common
fails in writing or
recognizing a good
strategy.
1. Failure to Face the Problem: A
strategy is an approach to overcoming
obstacles. If you fail to identify and
analyze the obstacles, you don’t have a
strategy.
73. Generally speaking,
there are 4 common
fails in writing or
recognizing a good
strategy.
2. Mistaking goals for strategy:
Setting goals without a supporting
strategy can mislead the organization
(vs “just one last push, guys”) .
74. Generally speaking,
there are 4 common
fails in writing or
recognizing a good
strategy.
3. Bad strategic objectives: A long list
of goals and projects cobbled together
at a planning session, or a set of ideas
that no one has a clue about what to
do or how to get there, are signs of
bad strategic objectives.
75. Generally speaking,
there are 4 common
fails in writing or
recognizing a good
strategy.
4. Fluff: A restatement of the obvious,
combined with generous sprinkling of
buzzwords that masquerade as
expertise designed to mask the
absence of thought.
An example of “fluff” from a retail bank
states: “Our fundamental strategy is
one of customer-centric
intermediation.”
77. I have totally no authority or expertise
to say even the least about this.
But still, here are some things I think
great strategists have in common.
78. 1.
First and foremost, empathy. They can place
themselves in the shoes of another. They feel
what worries people, makes people happy
and what makes people care. It is like an
instinct for them, they are students of
humans.
80. 3.
They are curious. They want to learn. They
get bored after seeing the same things over
and over. In their free time, they’re constantly
taking courses, reading, learning.
81. 4.
They know the client’s business(es) by heart.
They love the product, they know
competition, they notice campaigns or
interesting trends.
82. 5.
They are in touch with culture, they know
what is happening and bring this to the table
in a relevant (for clients) manner.
84. 7.
They succeed in making complicated things
sound simple. They are useful, not smart.
They often say smart stuff that is so right
other people might think it is common
sense.
85. 8.
They excel in second and
third order thinking –
that’s where the real value
comes along.
86. That’s it!
Questions? Want a chat?
Looking for an internship?
You can always contact me:
Eline Goethals
eline@happiness-brussels.com
+32496482740
@elinegoethals on Twitter