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

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

Oct 07, 2023 163 likes •649 views

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

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PART 1

PROFESSIONAL COMMUNICATION

Marketing

the power of communication & temptation

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


COMMUNICATION Minor CE

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COMMUNICATION Minor CE

Who of you is active on or does have an account on:

  • Twitter?
  • Facebook?
  • Google+
  • Snapchat
  • WhatsApp
  • Telegram
  • 9gag
  • LinkedIN
  • Youtube
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COMMUNICATION Minor CE

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

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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”

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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

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The Basics Receiver Medium Sender Goal

COMMUNICATION Minor CE

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Receiver Sender

The Company A person Online Blog Social Media Website
 Offline Newspaper/Tabloids Posters/Flyers On the street Your audience Your clients

Medium Goal

COMMUNICATION Minor CE

The Basics

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Receiver Sender Medium Goal E.g. Positioning your brand Get more sales Branding in cooperation with another brand etc.

COMMUNICATION Minor CE

The Basics

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

COMMUNICATION Minor CE

The Basics

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Who are you? What is your business? And what is your message? Receiver Sender Medium

COMMUNICATION Minor CE

The Basics

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Media Receiver

COMMUNICATION Minor CE

The Basics

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(Push messages through) Apps Non-digital communication

  • Word of mouth advertising
  • Flyers and stuff
  • etc.

Receiver Medium

COMMUNICATION Minor CE

The Basics

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E-mail marketing Dead of Alive? Example of automation with Active Campaign Receiver Medium

COMMUNICATION Minor CE

The Basics

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

COMMUNICATION Minor CE

The Basics

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Relevant? Targeting! (Facebook Ads, Twitter Ads, Google Adwords, Youtube ads) Receiver

COMMUNICATION Minor CE

The Basics

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Receiver

D1 D2 D3 D4 Age Education Amount Geographical location

COMMUNICATION Minor CE

The Basics

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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 Location Brabant ZH, Utrecht, N-B, Limburg Nederland nvt

Receiver

COMMUNICATION Minor CE

The Basics

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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 Location Brabant ZH, Utrecht, N-B, Limburg Nederland nvt

Receiver

COMMUNICATION Minor CE

The Basics

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How do you find out?

  • Survey
  • Interviews
  • CBS
  • Facebook & Twitter

  • Google Analytics
  • Current customers

Receiver

COMMUNICATION Minor CE

The Basics

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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

COMMUNICATION Minor CE

The Basics

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PART 2

MEDIA USAGE

Media

How-to deliver your message?

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COMMUNICATION Minor CE

Today:


  • Examples last week
  • Communication plan

* Losers and winners
 * Formats * Strategy

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COMMUNICATION Minor CE

Examples last week Analytics & Facebook

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COMMUNICATION Minor CE

Winners and Losers

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Winners and Losers

COMMUNICATIE

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COMMUNICATION Minor CE

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

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COMMUNICATION Minor CE

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

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https://www.youtube.com/watch?v=eQ3sCdXd70Y Ladies of Soul

COMMUNICATION Minor CE

Winners and Losers

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https://www.youtube.com/watch?v=fb7WEPEWCKQ Ruben

COMMUNICATION Minor CE

Winners and Losers

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COMMUNICATION Minor CE

Winners and Losers Even apeldoorn bellen Centraal beheer Achmea

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COMMUNICATION Minor CE

Strategy We need a Facebook strategy! We need a Twitter strategy! We need a Youtube strategy!

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COMMUNICATION Minor CE

Strategy You need a strategy!

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COMMUNICATION Minor CE

Tone of voice Medium/Tools Timing Costs/Benefits

Goal

Evaluation

Behaviour change

B2B? Personal? Age? Facebook Twitter Youtube Offline Massive group or Personal? Combinations allowed!
 Team Events? Before of after this... Plan wisely, changes take time! To be determined in advance Was it succesful according to your goals?

Why do you chose these ways?

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COMMUNICATION Minor CE

Tone of voice Medium/Tools Timing Costs/Benefits

Goal

Evaluation

Hi Telecom

Youthful Internet only Right before summer Don’t know To be considered as funny, a provider you should commit to? Don’t know either

https://www.youtube.com/watch?v=SaQYqJoFBGc

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COMMUNICATION Minor CE

Attention can also be Awareness

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COMMUNICATION Minor CE

Groupon

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COMMUNICATION Minor CE

Attention Interest Action Desire

Fill in your own AIDA Format

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COMMUNICATION Minor CE

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

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PART 3

COMMUNICATION PLAN

Measure and adapt!

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

COMMUNICATION Minor CE

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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

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

COMMUNICATION Minor CE

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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

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BONUS: Other tools Practical questions

COMMUNICATION Minor CE

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

COMMUNICATION Minor CE