Digital & Social Media Marketing MKT340 Dr Timo Dietrich Week - - PowerPoint PPT Presentation

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Digital & Social Media Marketing MKT340 Dr Timo Dietrich Week - - PowerPoint PPT Presentation

Aug 14, 2022 249 likes •746 views

Digital & Social Media Marketing MKT340 Dr Timo Dietrich Week 9 The disruptive digital force: A new era for marketing Digital trends for 2018 and beyond Digital strategy: 5-step digital marketing process Finding your voice: Situation

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Digital & Social Media Marketing MKT340

Dr Timo Dietrich Week 9

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The disruptive digital force: A new era for marketing Digital strategy: 5-step digital marketing process Your client: Building personas Website, email, social media, SEO, PPC, messenger, influencers Content development: Themes, angles and production Digital trends for 2018 and beyond Delivering the online experience: The digital hourglass and setting objectives Finding your voice: Situation analysis and brand narrative The impact of digital media and technology on the marketing mix Measuring and evaluating digital efforts

Agenda

for the semester

/

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Digital hourglass Business objectives Micro + macro conversions Key performance indicators Process Themes/Angles Content production Paid strategy SEO Implement Monitor/evaluate Segmentation Personas Minimum viable persona

Your voice Your audience Hourglass Content Engage Customer centricity

Situation Analysis SWOT Brand narrative Digital assessment

Micro Macro Meso

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Paid strategy Process Themes/Angles Content production & distribution

Content

SEO

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  • Developing a process for content creation
  • Identifying themes and angles for content creation
  • Understanding the different types of content
  • Using psychology for content creation
  • How to create a content plan and distribute content
  • Content creation hacks

Learning aims

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Traditional and digital content – it is not a dichotomy

Company Customer Email Social media Website Phone Mail Face-to-face Chatbot

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Summary of differences in characteristics of traditional media and digital media (note that rows 10–12 are similarities between the two media types)

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Humanity has created 5 billion gigabytes of information Today we create 5 billion gigabytes of information every 10 minutes

The pace of content creation is surpassing our ability to consume Attention has become our scarcest resource

Beginning of time 2003 Today

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Give value first, sell second

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Theme 1 Theme 2 Theme 3 Theme 4 Theme 5

Angle 1 Angle 1 Angle 1 Angle 1 Angle 1 Angle 2 Angle 2 Angle 2 Angle 2 Angle 3 Angle 3 Angle 3 Angle 4 Angle 4 Angle 5

Themes

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Segmentation Behaviour change Research methods Research projects ... Methods and approaches Consumer insight research Literature reviews Human trafficking … Conducting research Program design Qualitative interviews Graphic health warnings (GHW) … Creating personas Program implementation Pilot programs Food waste … Tailoring campaigns Program evaluation Co-design Food consumption … Nurturing segment experiences Inspiration Eye-tracking Alcohol culture change …

Example Themes

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Future work place Hybrid human Agility & change Empathy & philanthropy ... Creating the new world of work Children’s future relationships with robots Filtering the overload … … Workplaces that create a better society Technology that improves the human condition … … … Dealing with a work-less society … … … … … … … … … … … …

Example Themes

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Come up with at least two themes and a couple of angles for each

Breakout session 5 minutes

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Content oracle

Trendsmap

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Matryoshka content creation

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eBook Whitepaper Report Guide Blog Case studies How-to E-newsletter Vlog Book summaries Video Webinars Podcasts Streaming video Presentations Online games Tool/App Timelines Memes Charts/graphs Infographics Images GIFographics Cartoons Mind maps Press releases Company news FAQ UGC/(e)WOM Testimonial Opinion pieces Surveys Polls

Matryoshka content creation

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1. What could be your big Matryoshka content piece? 2. How will you slice and dice your big Matryoshka?

Breakout session 5 minutes

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Content matrix

Content to sizzle Content to serve Content to speak Content to sell

Sizzle Speak Serve Sell

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Awareness Purchase Rational Emotional

Content matrix

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Using psychology in your content creation

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Content production – using psychology

Emotion Social Proof Scarcity and loss aversion Guilt Reciprocity Commitment and consistency Anchoring

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  • “Influence is born by appealing to the emotions while
  • vercoming rational restraints”
  • We make 90% of our decisions without consciously

realising we’re doing it

Why all the emotion?

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Using emotions

Images Persuasive subject lines

Reconnect With Your Friends and Family on this Incredible Three-Day Retreat – Booking.com

Compelling copy

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Storytelling

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Social proof

People are more likely to find actions appropriate when

  • thers are doing them – Robert Cialdini

Social proof study New York 1969 Robert Cialdini placards study

Goldstein, N., Cialdini, R., & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motiv ate Environmental Conservation in Hotels. Journal of Consumer Research, 35(3), 472-482. Milgram, S., Bickman, L., & Berkowitz, L. (1969). Note on the drawing power of crowds of different size. Journal of Personality and Social Psychology, 13(2), 79-82.

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Scarcity and loss aversion

Tick, tock 25% off all lenses for a limited time!

Kahneman, D. (2012). Thinking, Fast and Slow. New York: Macmillan.

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Guilt

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Reciprocity

Fehr, E., & Gächter, S. (2000). Fairness and Retaliation: The Economics of Reciprocity. Journal of Economic Perspectives, 14(3), 159-181. Kunz, P., & Woolcott, M. (1976). Season's greetings: From my status to yours. Social Science Research, 5(3), 269-278. Regan, D. T. (1971). Effects of a favor and liking on compliance. Journal of Experimental Social Psychology, 7(6), 627-639.

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Commitment and consistency

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Anchoring

Kahneman, D. (2012). Thinking, Fast and Slow. New York: Macmillan.

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McDonalds

They ‘anchor’ our decisions They reduce psychological pain They use good ‘choice architecture’

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McDonalds

They exploit humans’ ability to spot potential danger They help us feel less guilty with a ‘health halo’

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1. Which of the psychological tactics could suit your marketing communication? 2. How will you apply them?

Breakout session 5 minutes

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Communication Channel Metrics Touchpoints Days Content piece Budget Conversion goals

Blog Page visits, time spend, etc. 1 per fortnight Friday Follow themes $0 Sign-ups Email newsletter Open rates, CTRs 1 per fortnight Friday Shorter version of blog $0 Email sign-ups LinkedIn Likes, comments, shares, CTR 3 posts per week Wednesday, Friday & Weekend Leverage content of blog A non-blog week will need 3 separate content pieces $500/month Follwers Facebook Likes, comments, shares, CTR 3 posts per week Wednesday, Friday & Weekend Leverage content of blog A non-blog week will need 3 separate content pieces $500/month Followers

Content plan

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Leverage earned and paid media to drive traffic to your owned and rented media

Rented media

4 Dimensions of digital marketing

Earned media Paid media Owned media

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Content distribution

Paid Programs Paid Ads Email Web Personalisation Website Social Media SEO Press & Coverage Advocates Customer Community Blog Influencers

Marketo, Inc (2017)

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1/2

  • f consumers think brands can

do a better job of aligning their content distribution to meet their engagement needs Distribution of content

Marketo, Inc (2017), The State of Engagement

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Content creation hacks

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Content creation

Applicable beyond a specific point in time Content that your audience will care about now and in the future Don’t use terms that date your content or statistics that don’t age well

Evergreen Content

Marketo, Inc (2017)

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Social media calendar

Groundhog Day Super Bowl Sunday New York Fashion Week 2018 Winter Olympics National Umbrella Day National Inventors Day Valentines Day

February 2018

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Think outside the box

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Think outside the box

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Work with data

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Share examples Draw from your own experiences Highlight/struggles/resolutions Keep it simple Be human Film in square

Livestreaming

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Check out the competition Incorporate call to action Tailor video to the platform Optimise for mobile Grab attention immediately Visually compelling, but substance over style

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Make em feel something Humour is not easy Warmth is much easier Create reasons to share Be human

How to video

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Martech for curation & creation

Video

Boomerang Videoshop Splice QUIK

Images

Snapseed

Music Gif Design Content

  • racle

VSCO

Premier Pro

Getting help SM management Content ideas