PART 1 PROFESSIONAL COMMUNICATION COMMUNICATION Minor CE 1 thing in - PowerPoint PPT Presentation

Marketing the power of communication & temptation PART 1 PROFESSIONAL COMMUNICATION

COMMUNICATION Minor CE 1 thing in advance 
 To enlarge the ability of the student to create, write and execute a communicationplan. 


COMMUNICATION Minor CE Who of you is active on or does have an account on: Twitter? - Facebook? - Google+ - Snapchat - WhatsApp - Telegram - 9gag - LinkedIN - Youtube -

COMMUNICATION Minor CE Did you expect this? And what can you possibly do with this info?

COMMUNICATION Minor CE A lot! If you know WHERE to target then that’s valuable info. Not there yet, still need to figure out the “who”, “what”, “when”, “why” and “how”

COMMUNICATION Minor CE What are we gonna do? - Getting examples (bad & good ones) from other companies - Understanding the Basics (Goal, targetgroep, etc.) - AIDA, how to fit your plan into it? - Learn to communicate your own business - Presentation - Feedback

COMMUNICATION Minor CE The Basics Sender Medium Receiver Goal

COMMUNICATION Minor CE The Basics Sender The Company A person Online Offline Blog Newspaper/Tabloids Medium Social Media Posters/Flyers Website 
 On the street Receiver Your audience Your clients Goal

COMMUNICATION Minor CE The Basics Goal E.g. Positioning your brand Get more sales Branding in cooperation with another brand etc. Sender Medium Receiver

COMMUNICATION Minor CE The Basics Goal Sub-goals/targets 10.000 people know ... Traffic on the website has increased with 10% Measurable!! Sender Medium Receiver

COMMUNICATION Minor CE The Basics Sender Who are you? What is your business? And what is your message? Medium Receiver

COMMUNICATION Minor CE The Basics Media Receiver

COMMUNICATION Minor CE The Basics Medium (Push messages through) Apps Non-digital communication - Word of mouth advertising - Flyers and stuff - etc. Receiver

COMMUNICATION Minor CE The Basics Medium E-mail marketing Dead of Alive? Example of automation with Active Campaign Receiver

COMMUNICATION Minor CE The Basics Receiver Who? Why are they your targetgroup? (luxury or necessary? Private or business related?) 
 How often do they buy your service/product?

COMMUNICATION Minor CE The Basics Receiver Relevant? Targeting! (Facebook Ads, Twitter Ads, Google Adwords, Youtube ads)

COMMUNICATION Minor CE The Basics Receiver D1 D2 D3 D4 Age Education Amount Geographical location

COMMUNICATION Minor CE The Basics Receiver D1 D2 D3 D4 Age 18-30 30-45 45-65 >65 Education HBO of WO HBO of hoger MBO of hoger nvt Amount 10.000 10.000 5.000 1.000 Geographical ZH, Utrecht, N-B, Brabant Nederland nvt Location Limburg

COMMUNICATION Minor CE The Basics Receiver D1 D2 D3 D4 Age 18-30 30-45 45-65 >65 Education HBO of WO HBO of hoger MBO of hoger nvt Amount 10.000 10.000 5.000 1.000 Geographical ZH, Utrecht, N-B, Brabant Nederland nvt Location Limburg

COMMUNICATION Minor CE The Basics Receiver How do you find out? - Survey - Interviews - CBS - Facebook & Twitter 
 - Google Analytics - Current customers

COMMUNICATION Minor CE The Basics Next Week Targetgroup analysis Concept of plan (Goals, product) After lesson 2 Targetgroup analysis Media, what to use? Strategy Costs/Benefits After lesson 3 Adding USP to your plan Create a presentation Last lesson Presenting your plan Write down feedback

Media How-to deliver your message? PART 2 MEDIA USAGE

COMMUNICATION Minor CE Today: 
 - Examples last week - Communication plan * Losers and winners 
 * Formats * Strategy

COMMUNICATION Minor CE Examples last week Analytics & Facebook

COMMUNICATION Minor CE Winners and Losers

COMMUNICATIE Winners and Losers

COMMUNICATION Minor CE Winners and Losers Rituals https://www.youtube.com/watch?v=Wk9-gkT2bI8

COMMUNICATION Minor CE Winners and Losers Shave club https://www.youtube.com/watch?v=ZUG9qYTJMsI

COMMUNICATION Minor CE Winners and Losers Ladies of Soul https://www.youtube.com/watch?v=eQ3sCdXd70Y

COMMUNICATION Minor CE Winners and Losers Ruben https://www.youtube.com/watch?v=fb7WEPEWCKQ

COMMUNICATION Minor CE Winners and Losers Even apeldoorn bellen Centraal beheer Achmea

COMMUNICATION Minor CE Strategy We need a Facebook strategy! We need a Twitter strategy! We need a Youtube strategy!

COMMUNICATION Minor CE Strategy You need a strategy!

COMMUNICATION Minor CE Facebook Twitter Why do you Youtube chose these ways? Offline Massive group or Personal? Combinations allowed! 
 Team Events? B2B? Before of after this... Tone of voice Medium/Tools Timing Personal? Plan wisely, Age? changes take time! Was it succesful according Goal Costs/Benefits Evaluation To be determined in advance to your goals? Behaviour change

COMMUNICATION Minor CE Youthful Internet only Right before summer Hi Telecom To be considered as Don’t know funny, a provider you Don’t know either should commit to? https://www.youtube.com/watch?v=SaQYqJoFBGc Tone of voice Medium/Tools Timing Goal Costs/Benefits Evaluation

COMMUNICATION Minor CE Attention can also be Awareness

COMMUNICATION Minor CE Groupon

COMMUNICATION Minor CE Attention Interest Action Desire Fill in your own AIDA Format

COMMUNICATION Minor CE TO DO Make your idea AIDA proof Strategy (incl motivation) Targetgroup analysis incl media

Measure and adapt! PART 3 COMMUNICATION PLAN

COMMUNICATION Minor CE Measure Why? To see if you actually getting where you want to! Define goals upfront, check afterwards

COMMUNICATION Minor CE Measure How? Analytics/Insights (Google/Facebook) Heatmaps (Hotjar) A/B Split tests (Optimizely) SEMRUSH (Love this, like crazy!) + sharing my own examples

COMMUNICATION Minor CE Measure SEO What does is mean? And how-to?!

COMMUNICATION Minor CE Adapt/Adjust How? Learn based on data Mostly A/B tests Looking for a problem? —> research prospects 1) Problem 2) Solution 3) Quality validation 4) Quantity validation

COMMUNICATION Minor CE BONUS: Other tools Practical questions

COMMUNICATION Minor CE Create your own plan! TO DO Make it AIDA-proof Strategy (incl why) Targetgroup analysis incl media Presentation preparation