City & Guilds Social Media Presentation: Diploma Launch Event
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Transcript of City & Guilds Social Media Presentation: Diploma Launch Event
Traditional Marketing
• Reach and frequency• One to many
communication• Focussed on interruption• Becoming unstuck!
Marketing is in trouble
• Messages reaching excessive levels! • Ad’s blocked• Monologue rather than dialogue is no longer
working• Ignore companies
Marketing is in trouble
• Product choices informed by friends, peers and trusted online sources
• Social media key driver!• Traditional marketing can
no longer dictate the path people take, nor lead the conversation
New Marketing
• Radical shift in mindset• Built around the concept of engagement
rather than interruption (add value)• Social media sits at the heart of ‘New
Marketing’ • Trust, authenticity and integrity is key!
Strategy
• Help core stakeholders become more effective
• Focus on engagement rather than interruption
• Identify, listen and engage with key stakeholders online
Social Media+ = InBound Marketing Model
Digital Activity
Content Permission Social Media SEO Measurement
Content
• Create value add content• Tailored to specific stages
of the sales cycle• Blog/Website is the hub
Permission
• Value add content is shared/promoted via advertising, DM/eshots and PPC
• Objective = obtain permission to receive more content
• Permission via RSS, Twitter, Facebook etc = develop reach
• With permission – each subsequent tweet or blog post provides frequency
• More effective and efficient than traditional techniques
• Its anticipated and wanted!
Social Media• Acts as a vehicle to share
content • Achieve reach and frequency
objectives• Most importantly – offers
ability to listen, engage, support and help community (New Marketing)
• Focus on helping community become more effective
• Social Technographics
Search Engine Optimisation
• Large number of product searches begin online – Bing, Google, YouTube, real time search (Twitter, Facebook)
• 1st Page SERP results for important keywords or phrases
• Create dynamic content tailored and optimised for these phrases
• On page and off page optimisation
Measurement
• Traffic• Influence (Klout)• Sentiment • Leads/goal conversion• Engagement – comments,
RT’s • Ongoing optimisation
Marketing Take Aways
• Create useful/value-add content• Focus on engagement rather than
interruption• Listen, support and speak• Its not just marketing• Its not about the tools!• Its ongoing