Transcript of Digital and Social Media Marketing Book Launch - #passion4digital
passion4digital mastersindigitalmarketingorgbook
passion4digital book launch and Pizza
8th December 2016
passion4digital mastersindigitalmarketingorgbook
Professor David Spicer
Dean Salford Business School
passion4digital mastersindigitalmarketingorgbook
Why should organisations invest in digital marketing
Your tweet should be tagged with passion4digital You are allowed multiple entries The winner will be announced on Thursday 8th December between 130 and 200 pm by Ashley B Jones Ashley will pick the winner which will be decided by the number of engagements it receives and the creativity of the tweet You have to be there to collect your prize on the day -)
The competition is open now until 130pm on Thursday 8th December
passion4digital Twitter competition
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
1230 to 1300 - Meet the Authors Gordon Fletcher gordonfletcher - Salford Business School - Buyer Persona SpringAleksej Heinze - AleksejHeinze - Salford Business School - How SEO contributes to digital marketing mix Martin Williams - ukcopywriting - ukcopywritingcom - Doctor StrangewordsAnd How I Learned to Love the Blank PageAlex Fenton - AlexFenton - Salford Business School - Being social on social mediaTahir Rashid - drtahirrashid - Salford Business School - Know your mobile marketingColin Telford - telfordian - The Candidate Ltd - Why a career in digital is so hot right NOW Sophie Iredale - SophieIredale - Salford Business School - Quality and exciting digital content
passion4digital mastersindigitalmarketingorgbook
Dr Gordon Fletcher - GordonFletcher
The Buyer Persona Spring
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Professor David Spicer
Dean Salford Business School
passion4digital mastersindigitalmarketingorgbook
Why should organisations invest in digital marketing
Your tweet should be tagged with passion4digital You are allowed multiple entries The winner will be announced on Thursday 8th December between 130 and 200 pm by Ashley B Jones Ashley will pick the winner which will be decided by the number of engagements it receives and the creativity of the tweet You have to be there to collect your prize on the day -)
The competition is open now until 130pm on Thursday 8th December
passion4digital Twitter competition
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
1230 to 1300 - Meet the Authors Gordon Fletcher gordonfletcher - Salford Business School - Buyer Persona SpringAleksej Heinze - AleksejHeinze - Salford Business School - How SEO contributes to digital marketing mix Martin Williams - ukcopywriting - ukcopywritingcom - Doctor StrangewordsAnd How I Learned to Love the Blank PageAlex Fenton - AlexFenton - Salford Business School - Being social on social mediaTahir Rashid - drtahirrashid - Salford Business School - Know your mobile marketingColin Telford - telfordian - The Candidate Ltd - Why a career in digital is so hot right NOW Sophie Iredale - SophieIredale - Salford Business School - Quality and exciting digital content
passion4digital mastersindigitalmarketingorgbook
Dr Gordon Fletcher - GordonFletcher
The Buyer Persona Spring
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Why should organisations invest in digital marketing
Your tweet should be tagged with passion4digital You are allowed multiple entries The winner will be announced on Thursday 8th December between 130 and 200 pm by Ashley B Jones Ashley will pick the winner which will be decided by the number of engagements it receives and the creativity of the tweet You have to be there to collect your prize on the day -)
The competition is open now until 130pm on Thursday 8th December
passion4digital Twitter competition
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
1230 to 1300 - Meet the Authors Gordon Fletcher gordonfletcher - Salford Business School - Buyer Persona SpringAleksej Heinze - AleksejHeinze - Salford Business School - How SEO contributes to digital marketing mix Martin Williams - ukcopywriting - ukcopywritingcom - Doctor StrangewordsAnd How I Learned to Love the Blank PageAlex Fenton - AlexFenton - Salford Business School - Being social on social mediaTahir Rashid - drtahirrashid - Salford Business School - Know your mobile marketingColin Telford - telfordian - The Candidate Ltd - Why a career in digital is so hot right NOW Sophie Iredale - SophieIredale - Salford Business School - Quality and exciting digital content
passion4digital mastersindigitalmarketingorgbook
Dr Gordon Fletcher - GordonFletcher
The Buyer Persona Spring
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
1230 to 1300 - Meet the Authors Gordon Fletcher gordonfletcher - Salford Business School - Buyer Persona SpringAleksej Heinze - AleksejHeinze - Salford Business School - How SEO contributes to digital marketing mix Martin Williams - ukcopywriting - ukcopywritingcom - Doctor StrangewordsAnd How I Learned to Love the Blank PageAlex Fenton - AlexFenton - Salford Business School - Being social on social mediaTahir Rashid - drtahirrashid - Salford Business School - Know your mobile marketingColin Telford - telfordian - The Candidate Ltd - Why a career in digital is so hot right NOW Sophie Iredale - SophieIredale - Salford Business School - Quality and exciting digital content
passion4digital mastersindigitalmarketingorgbook
Dr Gordon Fletcher - GordonFletcher
The Buyer Persona Spring
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
1230 to 1300 - Meet the Authors Gordon Fletcher gordonfletcher - Salford Business School - Buyer Persona SpringAleksej Heinze - AleksejHeinze - Salford Business School - How SEO contributes to digital marketing mix Martin Williams - ukcopywriting - ukcopywritingcom - Doctor StrangewordsAnd How I Learned to Love the Blank PageAlex Fenton - AlexFenton - Salford Business School - Being social on social mediaTahir Rashid - drtahirrashid - Salford Business School - Know your mobile marketingColin Telford - telfordian - The Candidate Ltd - Why a career in digital is so hot right NOW Sophie Iredale - SophieIredale - Salford Business School - Quality and exciting digital content
passion4digital mastersindigitalmarketingorgbook
Dr Gordon Fletcher - GordonFletcher
The Buyer Persona Spring
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Dr Gordon Fletcher - GordonFletcher
The Buyer Persona Spring
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
And much more
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
Importance of Search Engine Optimisaton (SEO)
Aleksej Heinze - AleksejHeinze
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Keyword research
>
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Content
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
On-page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Off page factors
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Technical
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
4 Pillars of SEO
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
>
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
And much more
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
Doctor StrangewordsAnd How I Learned to Love the Blank Page
Martin Williams - ukcopywriting - ukcopywritingcom
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
1 Good Writing is Good ReadingYou are what you read Read Eugene Schwartz Copyblogger
and buy Andy Maslenrsquos Write to Sell Subscribe to Seth Godinrsquosblog Check out Steven Pinkerrsquos The Sense of Style And while
yoursquore at it read Gabriel Garciacutea Maacuterquez And Will Self AndThe Daily Mash And Charles Dickens Orwell Bukowski Laurie
Lee Learn another language
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
2 lsquoThe Written Word is the Strongest Most Source of Power in the Entire Universersquo
Words are everywhere all the time itrsquos easy to underestimate them Words matter They really
matter Theyrsquore the difference
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
3 Reality
Observation 3 Reality is what you want it to be - tease itexplore it Do it with the best of intentions As Alberto Knox
writes lsquoHaving a conscience is not the same as using itrsquo Layoff the fibshellip which leads us on to
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
4 Propaganda
Think like a propagandist - read Gary Halbertrsquos Boron Letters (if only to question how far yoursquod
like to push the limits)
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
5 FreedomYour words are key A key The key The key that unlocks the door to freedom Freedom is key A key The key The key that unlocks the door to
your words
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
6 A Market of One
Why are some many businesses so addicted to competition when by being you you can dominate a
market of ONE
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
7 Charm Donrsquot Troll
Just because yoursquove a machine gun in the garage doesnrsquot mean you have to use it
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
8 Donrsquot Believe Everything You Read
Donrsquot believe everything you read Save that for everything you write
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
9 Everythingrsquos Connected
Itrsquos great big world Everythingrsquos connected Possibly And even if it isnrsquot as a writer it will serve you well to acknowledge that possibility
passion4digital mastersindigitalmarketingorgbook
10 Therersquos Strength in GenerosityAbstract your world of abstract information All thatconnection And present it as ideas that help us say
what we want to say as interestingly as we can More importantly ideas that benefit those reading what we
write Always do and always share your best
passion4digital mastersindigitalmarketingorgbook
Talking of James Altucher 22 RULES
Tip 1 NOBODY IS AN ADVANCED WRITERTip 2 READ OUT LOUDTip 3 TAKE A STORY YOU LOVE ANDWRITE IT OUT
passion4digital mastersindigitalmarketingorgbook
Tip 4 STEALTip 5 I TOOK THIS TIP OUT WHEN I REWROTE THISTip 6 READ
passion4digital mastersindigitalmarketingorgbook
Tip 7 THE 2 DAY RULETip 8 WAITERrsquoS PADTip 9 SOMEONE DIES IN THE FIRST LINE
passion4digital mastersindigitalmarketingorgbook
Tip 10 THE F RULETip 11 HUMORTip 12 THE 30 RULE
passion4digital mastersindigitalmarketingorgbook
Tip 13 URGENTTip 14 USEFULTip 15 THE BILLIONAIRE RULE
passion4digital mastersindigitalmarketingorgbook
Tip 16 THE LEARNING RULETip 17 GET PAID GET LAID LOSE WEIGHTTip 18 BLOOD TRANSFUSION
passion4digital mastersindigitalmarketingorgbook
Tip 19 COFFEETip 20 ABSTip 21 BE VERY AFRAID
passion4digital mastersindigitalmarketingorgbook
Tip 22 BE A CRIMINAL
Break all of the rules Not the above rules EVERY rule
passion4digital mastersindigitalmarketingorgbook
Before I go though
Rhetoric ˈrɛtərɪk ldquothe art of discourse an art that aims to improve the capability of writers or
speakers to inform persuade or motivate particular audiences in specific situationsrdquo
Thanks again Wikithing
passion4digital mastersindigitalmarketingorgbook
And much more
Being sociable on social mediaA case study of Salford FC
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoCreating the worldrsquos first digital lsquoalways onrsquo football club giving fans unrivalled access to behind-the-scenes activities and up-to-the-minute information about Salford Cityrsquos ongoing developmentrdquo (Mirror 2014)
Case study ndash Salford City FC
passion4digital mastersindigitalmarketingorgbook 71Salford FC have 102000+ Twitter followers globally
passion4digital mastersindigitalmarketingorgbook 72Creating Digital Media TV and Social Media
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
ldquoYou can have as many followers as you like on social media but if you are not talking to them or vice versa then the value of these numbers can be questioned We want to understand more about our audience why are they following us where do they live what do they want to see from us on social media how do we make sure that they keep following keep coming back keep communicating Once we understand the people following us thats where value can be realised for allrdquo
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Ethnography Netnography
75
Kozinets (2015) Atkinson (2015) Van Maanen (2011)
passion4digital mastersindigitalmarketingorgbook
Data Analysis Tools
76
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Data Analysis Tools
76
bull Node XL ndash Social Network Analysisbull Nvivo ndash Coding and organisation (Primary)bull Mendeley ndash Literature review amp analysis (Secondary
data)
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Blended Methods
77
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Qualitative Data Collection
78
bull Interviews with fans people with a connection to Salford City FC football amp digital
bull Participant observation ndash Twitter Facebook and other websites
bull Social Network Analysis - using social media data to identify key peopleconnections amp boundary
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Interviews
79
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Social Capital
80
ldquoDespite a number of differing definitions social capital is typically seen as a positive effect stemming from the interaction between individuals in a social networkrdquo (Helliwell amp Putnam 2004)
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
Social Capital Types
81
bull Bonding - ldquolinks among people who are similar in ethnicity age social class etcrdquo (Helliwell and Putnam 2004 p1437)
bull Bridging - ldquolinks that cut across various lines of social cleavagerdquo (Helliwell and Putnam 2004 p1437) distant ties such as loose friendships and workmates (Woolcock 2001)
bull Linking - ldquoReaching out to unlike people in dissimilar situationsrdquo to ldquoleverage a far wider range of resources than are available within the communityrdquo (Woolcock 2001)
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis ndash Node XL
82
passion4digital mastersindigitalmarketingorgbook
Social Network Analysis - Mentionmapp
83httpmentionmappcom
passion4digital mastersindigitalmarketingorgbook
Types of buyer persona
84
Core Current
Followers
passion4digital mastersindigitalmarketingorgbook
The 1 rule of Internet culture
85
Proportion of lurkers contributors and creators under the 90ndash9ndash1 principle
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
And much more
Mobile Marketing
Dr Tahir Rashid
DrTahirRashid
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
Mobile Marketing
Dr Tahir Rashid
DrTahirRashid
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating
Olga Andrienko - olgandrienko - Head of Social Media at SEMrush -
passion4digital book launch and Pizza
Professor David Spicer Dean Salford Business School
Slide 3
Slide 4
Slide 5
The Buyer Persona Spring
Slide 7
Slide 8
Slide 9
Slide 10
Slide 11
Slide 12
Slide 13
Slide 14
Slide 15
Slide 16
Slide 17
Slide 18
Slide 19
Slide 20
Slide 21
Slide 22
Slide 23
Slide 24
Slide 25
And much more
Importance of Search Engine Optimisaton (SEO)
Slide 28
Slide 29
Slide 30
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
4 Pillars of SEO
Content
Slide 38
On-page factors
Slide 40
Off page factors
Slide 42
Technical
Slide 44
4 Pillars of SEO (2)
Slide 46
And much more (2)
Doctor Strangewords And How I Learned to Love the Blank Page
1 Good Writing is Good Reading
2 lsquoThe Written Word is the Strongest Most Source of Power in t
3 Reality
4 Propaganda
5 Freedom
6 A Market of One
7 Charm Donrsquot Troll
8 Donrsquot Believe Everything You Read
9 Everythingrsquos Connected
10 Therersquos Strength in Generosity
Talking of James Altucher 22 RULES
Tip 4 STEAL Tip 5 I TOOK THIS TIP OUT WHEN I REWROTE THIS
Slide 61
Tip 10 THE F RULE Tip 11 HUMOR Tip 12 THE 30 RULE
Tip 13 URGENT Tip 14 USEFUL Tip 15 THE BILLIONAIRE RULE
Tip 16 THE LEARNING RULE Tip 17 GET PAID GET LAID LOSE W
Tip 19 COFFEE Tip 20 ABS Tip 21 BE VERY AFRAID
Tip 22 BE A CRIMINAL
Before I go though
And much more (3)
Being sociable on social media A case study of Salford FC
Case study ndash Salford City FC
Slide 71
Slide 72
Salford FC
Slide 74
Ethnography Netnography
Data Analysis Tools
Blended Methods
Qualitative Data Collection
Interviews
Social Capital
Social Capital Types
Social Network Analysis ndash Node XL
Social Network Analysis - Mentionmapp
Types of buyer persona
The 1 rule of Internet culture
Slide 86
100000 words to under 140 charactershellip
Some other outcomeshellip
And much more (4)
Mobile Marketing
Slide 91
Slide 92
Slide 93
Slide 94
Slide 95
Slide 96
Slide 97
Slide 98
Slide 99
Slide 100
Slide 101
Slide 102
Slide 103
Slide 104
Slide 105
Slide 106
M-Commerce ROPO and showrooming
Slide 108
Slide 109
Slide 110
Why a career in digital is so hot right now
What is digital to you
Hot Reason Number 1 ndash Itrsquos a hobby
Academic amp Hands On Mix
Be creative
Be analytical
Be yourself
Be commercial
Be savvy
Be sociable
Understand company strategy
Sector continues to grow
High demand ndash skills shortage
Working environment
Hot Reason Number 2 ndash Itrsquos Global
Hot Reason Number 3 ndash Itrsquos Still Innovating
Career Progression
Salaries
Slide 129
Slide 130
And much more (5)
Quality Content Marketing
Slide 133
Slide 134
Slide 135
Slide 136
Slide 137
Slide 138
Slide 139
Slide 140
Slide 141
Slide 142
Slide 143
Slide 144
Slide 145
Slide 146
Slide 147
Slide 148
Slide 149
Slide 150
Slide 151
And much more (6)
Lessons from Tinder for social media marketers
passion4digital mastersindigitalmarketingorgbook
European digital advertising market was worth euro362bn (pound285bn)Digital Advertising a key driver for the European digital economy IAB Europe Report 2015
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
The impact of mobile technology on consumers
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Responsive Web Design
Mobile Friendly Websites
passion4digital mastersindigitalmarketingorgbook
Blocked JavaScript Unplayable content (such as Flash)Faulty redirects Slow mobile pages
Missing pages dead links
Mobile SEO Common Problems
Key Words
passion4digital mastersindigitalmarketingorgbook
Phone types phone model time of use duration items purchased spend
social platform etc
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
M-Commerce ROPO and showrooming
Research online
Purchase offline
Research offline
Purchase online
ROPO
Showrooming
passion4digital mastersindigitalmarketingorgbook
passion4digital mastersindigitalmarketingorgbook
Networked sensors and beacons
passion4digital mastersindigitalmarketingorgbook
for your attention
Why a career in digital is
so hot right now
Colin Telford TheCandidateUK
passion4digital mastersindigitalmarketingorgbook
What is digital to you
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 1 ndash Itrsquos a hobby
passion4digital mastersindigitalmarketingorgbook
Academic amp Hands On Mix
passion4digital mastersindigitalmarketingorgbook
Be creative
passion4digital mastersindigitalmarketingorgbook
Be analytical
passion4digital mastersindigitalmarketingorgbook
Be yourself
passion4digital mastersindigitalmarketingorgbook
Be commercial
passion4digital mastersindigitalmarketingorgbook
Be savvy
passion4digital mastersindigitalmarketingorgbook
Be sociable
passion4digital mastersindigitalmarketingorgbook
Understand company strategy
passion4digital mastersindigitalmarketingorgbook
Sector continues to grow
passion4digital mastersindigitalmarketingorgbook
High demand ndash skills shortage
passion4digital mastersindigitalmarketingorgbook
Working environment
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 2 ndash Itrsquos Global
passion4digital mastersindigitalmarketingorgbook
Hot Reason Number 3 ndash Itrsquos Still Innovating