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 analysis and brand narrative The impact of digital media and technology on the marketing mix Agenda Your client: Building personas Delivering the online experience: The digital hourglass and setting objectives for the semester Measuring and evaluating digital efforts / Content development: Themes, angles and production Website, email, social media, SEO, PPC, messenger, influencers
Micro Meso Macro Brand Situation SWOT narrative Analysis Your Digital assessment voice Segmentation Your Implement Personas Engage Monitor/evaluate Minimum viable audience persona Customer centricity Process Digital hourglass Themes/Angles Content Hourglass Business objectives Content production Micro + macro conversions Paid strategy Key performance indicators SEO
Process Themes/Angles Content Content production & distribution Paid strategy SEO
• Developing a process for content creation • Identifying themes and angles for content creation Learning aims • Understanding the different types of content • Using psychology for content creation • How to create a content plan and distribute content • Content creation hacks
Traditional and digital content – it is not a dichotomy Email Social media Company Customer Website Phone Mail Face-to-face Chatbot
Summary of differences in characteristics of traditional media and digital media (note that rows 10–12 are similarities between the two media types)
Beginning of time Humanity has created 5 billion gigabytes of information 2003 The pace of content creation is surpassing our ability to consume Attention has become our scarcest resource Today we create 5 billion gigabytes of information every 10 minutes Today
Give value first, sell second
Themes 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
Example Themes Segmentation Behaviour change Research methods Research projects ... Methods and approaches Consumer insight Literature reviews Human trafficking … research Conducting research Program design Qualitative interviews Graphic health warnings … (GHW) Creating personas Program Pilot programs Food waste … implementation Tailoring campaigns Program evaluation Co-design Food consumption … Nurturing segment Inspiration Eye-tracking Alcohol culture change … experiences
Example Themes Future work place Hybrid human Agility & change Empathy & ... philanthropy Creating the new world of Children’s future Filtering the overload … … work relationships with robots Workplaces that create a Technology that … … … better society improves the human condition Dealing with a work-less … … … … society … … … … … … … …
Breakout 5 session minutes Come up with at least two themes and a couple of angles for each
Content oracle Trends map
Matryoshka content creation
Matryoshka content creation eBook Guide Whitepaper Report Webinars Blog Case studies How-to E-newsletter Vlog Book summaries Video Podcasts Streaming video Presentations Online games Tool/App Timelines Infographics Images Mind maps Memes Charts/graphs GIFographics Cartoons Surveys FAQ UGC/(e)WOM Testimonial Opinion pieces Polls Press releases Company news
Breakout 5 session minutes 1. What could be your big Matryoshka content piece? 2. How will you slice and dice your big Matryoshka?
Content matrix Sizzle Speak Content to sizzle Serve Content to speak Content to serve Content to sell Sell
Content matrix Awareness Purchase Emotional Rational
Using psychology in your content creation
Content production – using psychology Emotion Reciprocity Commitment and Social Proof consistency Scarcity and Anchoring loss aversion Guilt
Why all the emotion? • “Influence is born by appealing to the emotions while overcoming rational restraints” • We make 90% of our decisions without consciously realising we’re doing it
Using emotions Reconnect With Your Friends and Family on this Incredible Three-Day Retreat – Booking.com Images Compelling copy Persuasive subject lines
Storytelling
Social proof People are more likely to find actions appropriate when others are doing them – Robert Cialdini Social proof study New York 1969 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. 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.
Scarcity and loss aversion Tick, tock 25% off all lenses for a limited time! Kahneman, D. (2012). Thinking, Fast and Slow. New York: Macmillan.
Guilt
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.
Commitment and consistency
Anchoring Kahneman, D. (2012). Thinking, Fast and Slow. New York: Macmillan.
McDonalds They ‘anchor’ our decisions They reduce psychological pain They use good ‘choice architecture’
McDonalds They exploit humans’ ability to spot They help us feel less guilty with a ‘health halo’ potential danger
Breakout 5 session minutes 1. Which of the psychological tactics could suit your marketing communication? 2. How will you apply them?
Content plan Communication Metrics Touchpoints Days Content piece Budget Conversion Channel goals Blog Page visits, 1 per fortnight Friday Follow themes $0 Sign-ups time spend, etc. Email newsletter Open rates, 1 per fortnight Friday Shorter version of $0 Email sign-ups CTRs blog LinkedIn Likes, 3 posts per week Wednesday, Leverage content of $500/month Follwers comments, Friday & blog shares, CTR Weekend A non-blog week will need 3 separate content pieces Facebook Likes, 3 posts per week Wednesday, Leverage content of $500/month Followers comments, Friday & blog shares, CTR Weekend A non-blog week will need 3 separate content pieces
4 Dimensions of digital marketing Earned Paid media media Leverage earned and paid media to drive traffic to your owned and rented media Owned Rented media media
Content distribution Paid Programs Website Advocates Paid Ads Social Media Customer Community Blog Email SEO Web Personalisation Press & Coverage Influencers Marketo, Inc (2017)
Distribution of content 1/2 of consumers think brands can do a better job of aligning their content distribution to meet their engagement needs Marketo, Inc (2017), The State of Engagement
Content creation hacks
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)
Social media calendar February 2018 Super Bowl Groundhog Day Sunday New York 2018 Winter National National Fashion Week Olympics Umbrella Day Inventors Day Valentines Day
Think outside the box
Think outside the box
Work with data
Livestreaming Share examples Draw from your own experiences Highlight/struggles/resolutions Keep it simple Be human Film in square
Incorporate call to action Grab attention Check out the competition immediately Tailor video to Optimise for the platform mobile Visually compelling, but substance over style
How to video Make em feel something Humour is not easy Warmth is much easier Create reasons to share Be human
Martech for curation & creation Video Videoshop Premier Pro QUIK Splice Boomerang Music Images Snapseed Gif Design VSCO Content oracle Getting help Content ideas SM management
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