Enterprise and Innovation Academy Workshop
Digital Marketing Workshop
Andy Lima

learning objectives...
Understand the opportunities and challenges presented
through the disruptive digital environment;
Learn more about the impact and influence of the dynamic digital
environment in our everyday workplace;
Know how key digital techniques and tools support and enhance the
marketing, promotion and communication strategy of your organisation;
Understand the relevance of digital platforms and channels in context of your
company;
Learn ways to monitor and measure the effectiveness of
your digital marketing activities.

Introduction

Question –
“Why should I
bother with changes
in my workplace and
in the wider
business
environment?”

What will be affecting your workplace environment within the next 2-5 years?

Quest –
"How can I
(we/team) deliver
more value to
more people in
less time?"

UX
Visual Communication
Search, Social
and System
Technologies
Social Engagement
Conversations Leading to Conversion
Design Imagery,
Pictures, Frames,
Logos, Colour, Call-to-
action buttons,
Sensory Marketing
Usability,
Navigations...
Inbound Marketing,
Blogging, Thought
Leadership, Social
Media Marketing,
Buzz Monitoring,
Reviews, Forums...
SEM, SEO, PPC, Link
Building, Landing
Pages, New Social
Technologies, Internet
of Things, Wearables...
CE
What does digital marketing cover?

websites
Content
Marketing
story-telling
omni-channel

Part I - Digital Disruption

Why should we bother with your product and services?
It doesn’t start with technology but….
What is the future of business?
What is Social Selling?
Is there any other way?

Value comes from seeing what customers need and delivering it.
Digital disruptors will do all of this at lower cost, with faster
development times, and with greater impact on the customer
experience than any- thing that came before.
McQuivey, 2013
…it is important to note that we’re not focused on physical disruption here
digital disruption...

Sorry…It’s too Late!

The Evolution of Web Technologies

changing landscape...
…the advent of Web 2.0 brought about a step-change in how
suppliers and consumers behave.
…it was effectively a process of ‘creative destruction’ where
company’s traditional marketing abilities and consumer insights
were challenged by the new dawn of user generated content
Richardson, 2008
…It changed the whole of society…

what is Consumer Generated Media?
Word of Mouse (blurghh)
User Generated Media
User Created Content Participatory Media
‘Earned’ Media
eWOM
There are many different ‘names’ and acronyms attributed to this
element of digital media and communication such as…
…but we’ll stick with Consumer Generated Media

A new business paradigm…
 Trust is the most valuable commodity;
 Listen first talk later;
 Treat users are co-developers;
 Harness the power of collective
intelligence;
 Leverage the long tail economy;
 Welcome open source and open networks;
 Empower people and encourage
interaction;
 Give and share first then sell.

The sharing economy

Part II - Digital Customers

media consumption...
Over 25’s are search first - under 24’s are social first
…the Smartphone is still primarily a phone, only half of
owners use it to access the web
…the death of the “PC” is predicted
…but the most common activity on a smartphone is..?
The tablet is the currently biggest growing media device… a 175%
growth YoY

…where are your customers today?

online behaviour…
How many pages of results browsed…
What is searched for…
When do they search…
…90% visit the second page

online behaviour…
…device used
…dwell time
…page views

…using analytics

…using analytics

online behaviour…
…sentiment
…which media are used?

customer personas...
…can be formed through research
…or focus groups
better to engage in depth interviews…
To start with – we can link them to buyer behaviour

What Should mapping process help you with?
Understand the current customer journey, how it aligns with the goals of the business and
brand promise;
Build a customer-first grid indicate points of influence and key touch-points;
Identify in and out micro-experiences in the journey;
It will aid you with the experience architecture blueprint;
Reveal gaps in services and processes comparing expectations and desires;
Surface content and technology gap, context, intentions and aspirations;
Help prioritise investments that optimise experiences and finish the one
that don’t.

The
Connected
Customer
Journey

• Listen
• Be authentic
• Be up-to-date
• Create a culture
• Optimise for your audience
• Measure, measure, measure
• Have fun with it
• Empower your audience
Building Extraordinary Experiences

Part III - Digital Content

Content Marketing
“The management of text, rich media, audio and video content aimed at engaging customers
and prospects…” (Chaffey D.)
1. Content Engagement value – types of content and the value they bring to your audience.
2. Content Media format – plain text, rich media, mobile apps, images, videos or a
combination of them.
3. Content Syndication – through different sites, feeds, APIs, microformats, social
bookmarkings, emails or embedded in sites through widgets displaying information
delivered by a feed.
4. Content Participation – enable people to engage via comments, ratings and reviews. It
needs to be monitored and managed wherever it appears.
5. Content Access Platform - all the different screens used to access the content including
desktops, laptops, mobile, tablet, paper, wearables, VR glasses, etc…

Key Types of Digital Media Channels
Search Engine Marketing
Online PR
Online Partnerships
Display Advertising
Opt-in email marketing
Social Media Marketing
Augmented Reality and VR

Inbound Marketing
“the consumer is proactive in actively seeking out a solution and interactions with brands
and are attracted through content, search and social media marketing…” (Chaffey D.)
Advertising wastage is reduced by better targeting – pull media
Generates natural demand
Marketers have less control than in traditional communication
Encourage dialogues
Reduce noise and improve filters

Earned, owned and paid content

Start by creating a well defined content strategy…
…focused on solving the needs and wants of your
persona (target audience);
Relevance and value over quantity, size and format
Content Marketing…

Blogs…
…which may be linked to organisations, brands,
products, experiences, offers and more.

People flock around great content
Twitter adds

how they impact marketing activities...
social network groups

optimise content…
offer compelling and useful content…
think of all those inbound or backlinks!
offer content that no one else does… be unique! Coke Case
Make sure it’s easy to ready, organised, on topic, up to date…
…and for your users not for the search engine

“Content marketing that hits a customer at the right point with the right
message is everything. ” - Matt Heinz, President of Heinz Marketing Inc.
“The content marketing it’s about what the company can do for its
customers. "It’s all about the buyer. Their needs, their priorities, their
objectives and obstacles to success.”- Matt Heinz
Premeditated – from consumer insights, reactive – from current events, and
participatory - other people’s content

Successful Content Creation
…plan your content: message, format, time and
platforms
Based on target audience and consumer journey
Link content strategy to your corporate objectives, company’s culture,
mission, marketing objectives and branding positioning…
Think about the approach, tone of voice, focus and presentation
Follow sequence: Goal, Message, format, Channels
Measure, Measure and finally measure
Respond, react, adapt, modify, repost and build upon it

You are what you publish…
• Curation – gather and organise for your readers, add your sizzle;
• Top lists – prefer odd numbers, search better and it sticks out in
people's mind;
• Statistics – hard to find people appreciate when they get it all there
in one place;
• Infographics and short interesting video – start with existing then
build yours;
• Case studies – people like to hear successful stories in the following
format: Situation(10%) > Action(25%) > Result(30%) > Learning
(35%);
• Vanity bait – write about companies and people;
• Hot topics – you may use Alltop.com, Stumble Upon, Twitter Trends,
Google Trends, and Yahoo! Buzz Index, 22Words and others.
• Video and Photos

Part IV – Social Media Marketing

Monitoring, publishing and facilitating customer interaction
through social networks, blogs, forums, video and image
platforms etc. increasing visibility, encouraging positive branding
attitudes as well as advocacy aiming to improve business
performances and profitability.

Social Media Marketing Radar
 Social Networks;
 Social Publishing
and News;
 Social Niche
Communities;
 Social Customer
Services;
 Social Knowledge;
 Social Bookmarking;
 Social Streaming;
 Social Search;
 Social Commerce

Social Media 7 C’s
 Connectivity;
 Communities;
 Co-creativity;
 Collaboration;
 Collective intelligence;
 Communication (two-ways);
 Conversation.
(Macnamara, 2010)

General points about social media:
 It is not about getting as many followers/fans etc. as possible or compete with
traditional mass media for numbers. It is more about the quality of
followers/fans. (thus not a competitor of traditional media)
 More followers or fans does not mean that the use of social media is more
successful, hence not an evaluation benchmark.
 Getting more and more less involved publics onto Facebook etc. just devaluates
their quality, it is about high-involvement publics.
 Too much traffic is not useful because it brings in too much stray.

Social Media Communication Strategy (POST)
 People – how they behave on social media, platforms your audience are now,
where are they likely to be going in the next foreseeable future, etc…
 Objectives – what are your goals for customer engagement having in mind the
different customer life-cycle, from acquisition to retention. “Decide on your
objectives before you decide on a technology. Then figure out how you will
measure it. (Josh Bernoff, Forrester)
 Strategy – Where does it sit with the overall strategy, how can it help you to
leverage other channels? How social media can be used to improve your
competitive advantage, increase visibility etc.
 Technology – what are the best social media platforms based on your audience
and goals?

Approaches to facilitate WOM
 Buzz marketing – use latest entertainment news to get people talking about
you;
 Viral Marketing – creative content or informative messages designed to be
passed along;
 Community marketing – form or support communities that are likely to share
your brand values and other interests in line with your identity and goals.
Enable them with tools, contents, and information;
 Influencer Marketing - identify opinion leaders who are likely to talk about
you;
 Conversation creation
 Technology – what are the best social media platforms based on your audience
and goals?

Positive WOM is believed to increase Purchase intent so you should:
… make use of causal marketing – get people on your side by associating your
brand with a good a good cause.
…create advocacy by harnessing the power of empowered involvement.
…implement and optimise referral programmes.
…set-up brand ambassador schemes and an influencer outreach programme.
…measure your Net Promoter Score (NPS) based on promoters, friends and
adversaries at all brand touch points to find out what you are doing right and what
needs to change or be improved.
…focus on innovation, do something worth talking about.
(Masden et al., 2005)

Understand consumer’s motivations for using social networks
Express yourself as a brand
Empower participants
Identify online brand advocates
Create and maintain good conversation
Power-up your Social Networks
Behave like a social networker: being creative, honest and
courteous, use 1-2-1 approach, self-aware and conscious of
others, get updated regularly. (Microsoft, 2007)
Creative material, seeding and tracking (Kirby, 2003)

The Dark Side….
Internet trolling is one of the fastest spreading pieces of computer jargon of the 21st
century. The world have been adopted the term to better communicate ideas and
concepts around forms of internet abuse and misuse (Bishop 2014:7-8).
Reputation damage – ‘False or misleading information and unintentionally revealed
private information can be far more damaging when it appears on the Internet than if
the same information were gossiped about verbally or in writing, because the
magnitude of the potential scalability of the information placed online. (Palfrey and
Grasser, 2008: 63). The right to be forgotten
How Social Media is affecting our brains
Cyber Bullying
24/7 working hours – Social media is forcing business to work around the clock, 24/7
is the new business opening hours.

Part V - Digital Planning

How will you start?
consumer wants or needs
communication(s)

Planning for Growth

Social media data can be understood to what is said and shared on
social media, who is saying and sharing it, where they are located, to
whom they are linked, how influential and active they are and what
their previous activity patterns look like.
Social media data mining includes a broad range of activities undertaken
to analyse, organise, classify and make sense of a social media data,
from counting likes and content shares, measuring reach of content,
sentiment about it, key influencers, using techniques like social network
analysis, issue network analysis and Natural Language Processing,
amongst many others.
(Kennedy, Elgesem & Miguel, 2015).
Learn to listen (Social media data analysis)

Measuring social media marketing
It can be measured by a combinations
of website PR measures showing
volume, quality, sentiment and value
or interactions:
Business-level KPIs to measure
contribution from social media;
Reach and Influence KPIs to review
reach, share-of-voice and sentiment;
Engagement KPIs to manage social
media.

It’s just the beginning of the journey…

Crane, F. (2009) Marketing for Entrepreneurs. Sage.
Schindehutte, M. et al (2008) Rethinking Marketing, Pearson.
Nwankwo, S. & Gbadamosi, A. (2011) Entrepreneurship Marketing,
Routledge.
Shane, S., Venkataraman, S. (2000), "The promise of entrepreneurship
as a field of research", Academy of Management Review, Vol. 25 No.1,
pp.217-26.
Katz & Green, 2009, Entrepreneurial Small Business; p. 87
Berton, P. et al, When customers get clever: Managerial approaches to
dealing with creative consumers, Business Horizons
Volume 50, Issue 1, January-February 2007, pp. 39-47
References

Tapscott, D Ticoll, D Lowy, A (2000). Digital Capital Harnessing the Power of Business Webs. London:
Nicholas Brealey.
Fleischner, M H (2013). SEO Made Simple: Strategies for Dominating the World's Largest Search
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Gay, R Charlesworth, A Esen, R (2007). Online Marketing a customer-led approach. New York: Oxford
University Press.
Pete. (2009). How to appeal to web users with a shorter attention span than a goldfish Available:
http://www.sitemost.com.au/blog/2009/04/01/how-to-appeal-to-web-users-with-a-shorter-
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Thong, H. (2012). 100 SEO Tips - Turn Your Blog Into The Top of Google. Available:
https://exploreb2b.com/articles/100-seo-tips-turn-your-blog-into-the-top-of-google. Last accessed
08th Dec 2013.
Bosomworth, D. (2010). Creating an online value proposition (OVP) for your site. Available:
http://www.smartinsights.com/digital-marketing-strategy/online-value-proposition/online-value-
proposition/. Last accessed 8th Dec 2013.
Hird, J . (2009). 20 Free Buzz Monitoring Tools. Available: http://econsultancy.com/uk/blog/3890-
20-free-buzz-monitoring-tools. Last accessed 08th Dec 2013.
Chaffey, D. (2012). Digital marketing best practice. Available:
http://www.smartinsights.com/digital-marketing-best-practice/. Last accessed 08th Dec 2013.
References

Thank you!
Thank you for taking part in todays
workshop, we hope you have found it useful.
Please don’t forget to book onto other
Enterprise & Innovation Academy training
that you may find beneficial.
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