Marketing 101

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Social Media, Content Marketing &c. MODERN MARKETING 101

description

A brief overview of basic marketing principles-- a primer course for those looking for effective ways to generate content.

Transcript of Marketing 101

Page 1: Marketing 101

Social Media, Content Marketing &c.

MODERN MARKETING 101

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• Offers actionable items to strengthen marketing efforts.

• Overview general marketing and branding principles.

• In-depth look at social media and what content to put on it.

Sources:The Ultimate Marketing Plan, Kennedy

Guerilla Marketing for Nonprofits, LevisonThe Fusion Marketing Bible, Safko

WHAT THIS PRESENTATION IS:

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• Marketing is creating experiences.

• A battle of belief, not products.

• Modern marketing is about making audiences feel.

• Marketing is not magic: success is, more often than not, calculated.

PERCEPTION IS REALITY

Action: Understand basic principles of marketing.

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• Came from a cattle brand—be as permanent

WHAT IS BRANDING?

Action: Understand the basics of branding.

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Social Marketing: marketing techniques to influence a target to modify a behavior to benefit themselves or others.

1. Define the problem.2. Determine behaviors desired.3. Describe target.4. Describe approach.5. Design strategy.6. Develop a campaign.

STRATEGY APPROACH 1: SOCIAL MARKETING

Action: Develop a social marketing plan.

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1. Articulate your purpose.2. Competitive advantage of your org3. Target audience4. Methods used5. State what need program is meeting6. Identity of the coordinators, assign responsibilities7. Marketing budget.

STRATEGY APPROACH 2: SEVEN SENTENCE MARKETING PLAN

Action: Articulate method, goals, and outcome of a campaign.

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What: ObjectiveWhat are you trying to accomplish with this objective?

Where: ToolsWhere are you going to use these tools?

How: TacticsHow are you going to use this tactic?

Why: ReasonWhy do you want to accomplish this?

When: ScheduleWhen are you going to accomplish this?

Who: ResourcesWho is going to accomplish this?

STRATEGY APPROACH 3: THE FIVE W’S OF A GREAT FUSION

PLAN

Our marketing manager (who) will increase awareness of our company on Facebook (objective), we chose print ads in a targeted trade journal (tools) that prominently display the Facebook like thumbs up symbol and offers a discount to anyone who likes us (tactics) during the month of August (when).

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TRADITIONAL MARKETING

Action: Be able to list traditional marketing methods.

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Action: Be able to list all kinds of social media.

SOCIAL MEDIA

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• Identify who you are before you determine what you want.

• Begin with your mission statement, then personalize it.

WHO IS YOUR BRAND?

Action: Define brand with a single sentence.

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• Identify target• Communicate benefits rather than features of an

organization

WHAT DO YOU WANT YOUR TARGET TO DO?

Action: Determine exact reactions you seek from your target.

We want (target) to see (Org Name) as the (position) that helps (benefits) in (city.)

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Wichita Market: • Few precedents.• Appreciates

approaches that are tried & true.

WHAT ARE OTHERS DOING?

Action: Spend a significant amount of time researching similar efforts.

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To find a personal mission in life. To give back. To make a difference. To change the world. To mobilize support. To be relevant. To belong to a

greater cause. To experience spiritual renewal. To express love. To overcome fear. To seek the approval of others. To appreciate ones

blessings. To be patriotic. To be loyal to a cause. To sacrifice. To make wrongs right. To make an impact. To turn away from worries. To be

compassionate. To find inner peace. To be able to boast to others. To express ones religious beliefs. To find purpose. To overcome guilt. To learn. To grow. To find ones self. To break with routine. To experience

philanthropy. To gain an experience to tell others of. To impress others. To imitate others. To have a more interesting life. To see if change is

really possible. To reinforce belief. To experience hope. To see the country. To legitimize ones politics. To have a vacation with purpose. To be passionate about something. To take good photos. To spend quality

time with friends.

To feel good.

WHY PEOPLE VOLUNTEER:

Action: Fill these needs with your content.

Source: Guerilla Marketing for Nonprofits, Levison

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• Be: brief, genuine, personal, media-rich, visible (sponsor ads!)

• Embody who people wish they were.• Avoid hip slang or indulging in trends (Gangnam Style,

Harlem Shake, etc—they have very short lifespans)• Tell stories of volunteers and those who benefit from

your programs.Elevate these people, make them “cool”

CONTENT STRATEGY

Action: Identify what content will be employed and how.

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• Blogging is a conversation relevant for 3-5 years.

• Convert blogs to ebooks.

• Tell stories and case studies.

• Leave off dates if blog is infrequently updated.

• Become a thought leader.

CONTENT MARKETING

Action: Blog effectively.

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• Scheduling and content curation tool.• EdgeRank changes constantly.• Use as many social media outlets as

you can manage well.• Caveat: Don’t interact with everyone!• Be sure to select the right person for

this position! • Include donors and colleagues as

people you market to.• Begin with asking employees to like

and share page with their friends—explain how to share.

CONTENT METHOD

Action: Plan distribution of content through Hootsuite.

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• Hold contests on social to select programs, promotions, etc.

• Use these contests to tie your organization deeper into community (local business giveaways, local artists, etc.)

• Advertise these contests!

GAMIFY CONTENT

Action: Develop contests to increase attractiveness of social media.

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• Inspire jealousy through great photography and videography of every aspect of the event.

• Create fantastic posters using prominent local artists, within the targeted demographic if possible.

• Advertise posts on Facebook and Twitter

EVENT MARKETING

Action: Identify events to sponsor and partner with to help spread the message of your organization.

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• Quality is everything.• Beauty and production value is

as important as content.• Example: as part of a student

outreach project, encourage kids to create brief documentaries of their experiences under the guiding hand of a mentor.

• Satisfies what’s genuine and empowers kids—automatic outreach!

VIDEO MARKETING

Action: Dream up a campaign to spread IFM’s message.

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• Get feedback from multiple sources on campaigns, from target if possible.

• Learn to adapt.• View all feedback as positive,

closer to progress.• Caveat: may become very

bureaucratic and hinder the timing of campaigns.

TRACK PROGRESS

Action: Evaluate success of methods weekly.

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SOCIAL SLIP-UPS

Action: Learn from other’s mistakes.