Social Media For Communicators
View more presentations from Red Shoes PR, Inc..
Steps for Implementing an Online Marketing Strategy
I’m very organized most of the time- not always, but my partner calls me the ‘keeper of all things’. I like knowing where all my stuff is and how to get at the small things at the back of the cupboard.
At work, I’m positive that I annoy most of my co-workers with my need to know everything. It’s not that I want to control everything or everyone- it’s just that I feel lost not knowing the bigger picture and it’s through the organization of the smaller things that I’m able to stay focused.
At home, if I want to try a new recipe from my favourite cookbook I don’t want to spend 20 minutes hunting for all the ingredients. I have a designated place for everything. All of my baking tools are in one drawer with all of the ingredients I use to bake.
Professionally, I apply the same principles to organizing strategies for my clients.
Here’s my list of actions and steps to keep a new project on-time and orderly. I strongly encourage you to leave a comment if you think I’ve missed anything or failed to explain something. I also encourage you to share this with anyone who might find it helpful.
Interview the client to obtain:
At work, I’m positive that I annoy most of my co-workers with my need to know everything. It’s not that I want to control everything or everyone- it’s just that I feel lost not knowing the bigger picture and it’s through the organization of the smaller things that I’m able to stay focused.
At home, if I want to try a new recipe from my favourite cookbook I don’t want to spend 20 minutes hunting for all the ingredients. I have a designated place for everything. All of my baking tools are in one drawer with all of the ingredients I use to bake.
Professionally, I apply the same principles to organizing strategies for my clients.
Here’s my list of actions and steps to keep a new project on-time and orderly. I strongly encourage you to leave a comment if you think I’ve missed anything or failed to explain something. I also encourage you to share this with anyone who might find it helpful.
Interview the client to obtain:
- What are the business objectives?
- What is the USP (unique selling proposition)?
- What is the marketing budget (on-going and current)?
- Who are the direct competitors (online and offline)?
- Are there any gaps in the market?
- Are there any potential partners? (Cross promotions, affiliates, add-on services)
- What is the best brand positioning strategy?
- What are the top 40 search terms?
- What available digital technology compliments the product/service?
- Best method to achieve business goals.
- Online brand positioning tactics.
- Cost of acquisition via online promotion(s). (On-going, seasonal, special offers)
- Is there enough call to action messages?
- Are the calls to action messages strong enough and clear?
- Are Images rotated and updated on a regular basis?
- Is there a unique message for returning site visitors?
- Can the sitemap be improved to increase traffic (SEO)?
- Do people know what to do on the site? (Are the conversion paths smoothly transitioning the user through the flow?)
- Developer(s) understand what needs to be built and /or improved.
- Designer is clear about the direction of the brand positioning.
- Promotions are scheduled and prepared well in advance.
- Copy is given a “fresh coat of paint” by a professional copy-writer.
- Report on performance translated into action (are people doing what we expected, is the number of conversions increasing?)
- Explain the trends (annotate data with the wisdom that explains the results).
Teach Me How to Tweet
First of all, you don't need to be 'taught' how to tweet - be like Nike, 'just do it'. The notion that you need to acquire new skills to use Twitter or social media is buying into a manufactured sales pitch. Someone is trying to sell you their services or their products - if you want to buy into it that's ok, but know what you're buying into. Formulating an online marketing campaign or interactive promotion requires thinking and skill - just like any other type of campaign, but you're personal involvement in Twitter is not to make a pitch.
There are approximately 16,926,015 Internet users as of Feb. '09, which is roughly 79.6% of the Australian population, according to ITU. As marketers, it's our job to reach them with messages; however, Twitter is not the place to broadcast sales of products and talk about how great a company is - Twitter is a place to exchange contextual information; meaning, information that is specific to what people are asking questions about or talking about already. My involvement with Twitter is not to talk up the company I work for or the clients I represent - it's to engage with people who share the same interests as me. It's personal and entirely about my indidivual opinion. The best use of Twitter is Zappos, a company that empowers their entire workforce to engage in real time.
I spend a lot of time thinking about social media, reading about social media, talking about social media and writing about social media. It’s very hard to not get lost in the semantics, misinformation and negative assumptions surrounding the topic of web 2.0. It isn't hard to get started - there are people out there who want to scare you for their own benefit. Fear is one of the most powerful selling pitches around - look at George Bush's presidency if you need an example of how it's possible to manipulate popular opinion through fear tactics.
One of my biggest pet peeves is the negative taste some have developed for the use of the term. I can remember several instances where a person scoffed or raised an eye brow or simply discarded the concept as ludicrous. I believe people have this reaction because they are confused. 'Experts' tell them that they need to be careful, that involvement is dangerous, that once you say something you'll be held to it forever and no matter how hard you try, you'll never be able to live down your mistakes.
There are lots of reasons why people have adverse reactions to the concept of social media. I’ve blogged about it before, and will continue to blog about it again and again because it is the pervasive darkness that lingers in my daily existence. I cannot escape the constancy of negative barrage against change- regardless of the person’s age, gender, life position; everyone seems to carry large amounts of doubt with them. There is something incredibly threatening about social media for most people and it is because of these individual fears that my job can be incredibly challenging.
I don’t know what it is that makes some people open to the idea of sharing their knowledge, opinions, creative talents- or lack thereof; I’m not a Sociologist. I assume there is something within our survival instincts that tells us to communicate with our fellow human beings. It’s our learned behaviour that teaches us to fear each other and fear strangers. Insecurity keeps us safe in a mute state. We fear judgment. I’m sure there are tons of theories and philosophies about open communication, but it is a very new thing to be able to cross over so many physical barriers and reach out to people on the other side of the world.
To me, the role of Marketing within the context of social media is to listen and communicate. Build relationships and treat people as individuals. Perhaps what is most scary about social media is how incredibly simple it is and does not require degrees to master. Social media breaks down convention – and that is a huge reason as to why it appeals to me. I don’t take it anymore seriously then I take myself. If I make a mistake or I’m misunderstood then I learn from it and move on. And most importantly, maintaining the ability to laugh at oneself is important. Social media can become a reflection of the persona we project out into the world – and sometimes it’s very humbling to see yourself as others see you. It’s not about tricking people with smoke and mirrors- you don’t need to learn a heap of “Twitter rules” to engage. Do what feels natural and I guarantee that you will enviably connect with like-minded people.
In conclusion, next time you see a post, article, comment about the 'rules' of online engagement - don't waste your time with it. Would you buy a book to learn to swim? Not likely, you'd find someone who knows how to swim and practice with them. Don't buy into the wrongful thinking that you need to learn a ton of new terms or abbreviations - just jump in and splash around. It's fun and everyone is allowed to play in any pool they like. Whatever technology or platform works for you is perfectly ok - old fashioned email works just fine.
Source of cartoon: Outraged Comics
There are approximately 16,926,015 Internet users as of Feb. '09, which is roughly 79.6% of the Australian population, according to ITU. As marketers, it's our job to reach them with messages; however, Twitter is not the place to broadcast sales of products and talk about how great a company is - Twitter is a place to exchange contextual information; meaning, information that is specific to what people are asking questions about or talking about already. My involvement with Twitter is not to talk up the company I work for or the clients I represent - it's to engage with people who share the same interests as me. It's personal and entirely about my indidivual opinion. The best use of Twitter is Zappos, a company that empowers their entire workforce to engage in real time.
I spend a lot of time thinking about social media, reading about social media, talking about social media and writing about social media. It’s very hard to not get lost in the semantics, misinformation and negative assumptions surrounding the topic of web 2.0. It isn't hard to get started - there are people out there who want to scare you for their own benefit. Fear is one of the most powerful selling pitches around - look at George Bush's presidency if you need an example of how it's possible to manipulate popular opinion through fear tactics.
One of my biggest pet peeves is the negative taste some have developed for the use of the term. I can remember several instances where a person scoffed or raised an eye brow or simply discarded the concept as ludicrous. I believe people have this reaction because they are confused. 'Experts' tell them that they need to be careful, that involvement is dangerous, that once you say something you'll be held to it forever and no matter how hard you try, you'll never be able to live down your mistakes.
There are lots of reasons why people have adverse reactions to the concept of social media. I’ve blogged about it before, and will continue to blog about it again and again because it is the pervasive darkness that lingers in my daily existence. I cannot escape the constancy of negative barrage against change- regardless of the person’s age, gender, life position; everyone seems to carry large amounts of doubt with them. There is something incredibly threatening about social media for most people and it is because of these individual fears that my job can be incredibly challenging.
I don’t know what it is that makes some people open to the idea of sharing their knowledge, opinions, creative talents- or lack thereof; I’m not a Sociologist. I assume there is something within our survival instincts that tells us to communicate with our fellow human beings. It’s our learned behaviour that teaches us to fear each other and fear strangers. Insecurity keeps us safe in a mute state. We fear judgment. I’m sure there are tons of theories and philosophies about open communication, but it is a very new thing to be able to cross over so many physical barriers and reach out to people on the other side of the world.
To me, the role of Marketing within the context of social media is to listen and communicate. Build relationships and treat people as individuals. Perhaps what is most scary about social media is how incredibly simple it is and does not require degrees to master. Social media breaks down convention – and that is a huge reason as to why it appeals to me. I don’t take it anymore seriously then I take myself. If I make a mistake or I’m misunderstood then I learn from it and move on. And most importantly, maintaining the ability to laugh at oneself is important. Social media can become a reflection of the persona we project out into the world – and sometimes it’s very humbling to see yourself as others see you. It’s not about tricking people with smoke and mirrors- you don’t need to learn a heap of “Twitter rules” to engage. Do what feels natural and I guarantee that you will enviably connect with like-minded people.
In conclusion, next time you see a post, article, comment about the 'rules' of online engagement - don't waste your time with it. Would you buy a book to learn to swim? Not likely, you'd find someone who knows how to swim and practice with them. Don't buy into the wrongful thinking that you need to learn a ton of new terms or abbreviations - just jump in and splash around. It's fun and everyone is allowed to play in any pool they like. Whatever technology or platform works for you is perfectly ok - old fashioned email works just fine.
Source of cartoon: Outraged Comics
Clay Shirky Big Idea Social media enhances the emotional dimension of news
I'm a huge fan of Clay Shirky, I read his book Here Comes Everybody on a flight from Toronto to Austin, TX last year. I was on my way to SXSW where Clay was apart of a panel with Penguin- who was not a huge crowd pleaser (Penguin was a touch... out of touch? Out of their element? Having a Twilight Zone experience?). At the time, I was working for a large book retailer in Canada and could not believe the contrast of the Penguin panelists and Clay (who was uncharacteristically quiet).
Clay's involvement in SXSW was much more true to character this year. Check out Teressa Iezzi's post about Monkeys with Internet Access: Sharing, Human Nature, and Digital Data.
Clay has the extraordinary ability to explain the complexity of social media and new web technologies in simple terms. He speaks in realistic terms that rationalize what's happening without making it all seem like you need a manual or adopt new lingo to understand.
For those who aren't familar with SXSW, it is a massive conference in Texas that is broken up into three main categories: film, music and interactive. The panels, discussions, talks and seminars are some of the best around. I highly recommend it to anyone who is passionate about digital media (and the parties and live music is the best you'll find in the world).
Clay's involvement in SXSW was much more true to character this year. Check out Teressa Iezzi's post about Monkeys with Internet Access: Sharing, Human Nature, and Digital Data.
Clay has the extraordinary ability to explain the complexity of social media and new web technologies in simple terms. He speaks in realistic terms that rationalize what's happening without making it all seem like you need a manual or adopt new lingo to understand.
For those who aren't familar with SXSW, it is a massive conference in Texas that is broken up into three main categories: film, music and interactive. The panels, discussions, talks and seminars are some of the best around. I highly recommend it to anyone who is passionate about digital media (and the parties and live music is the best you'll find in the world).
Understand Your Customers' Social Behaviors
Check out this SlideShare Presentation:
Understand Your Customers' Social Behaviors
View more presentations from Charlene Li.
PPC Manager - Online Marketing Project Manager
jobs:
PPC Manager - Online Marketing Project Manager
Closing date: 30th April 2010
** This is a junior-level position **
Are you a 'digital citizen'? Are you passionate about social media and online engagement? Do you have an interest in gaining experience with PPC and Online Marketing Project Management?
We are looking for someone who truly understands the digital space with 1-2 years experience working with an agile development team, applying website optimization principles, pay per click management, and/or developing internet content as a content producer.
Does this sound like you? Join our growing team!
iQuantum is looking for a creative and technically savvy individual with excellent organisation and problem solving skills. This position will be responsible for managing multiple projects from initiation through post-launch implementation and maintenance, and directly communicating project status with clients, team members, and management.
General projects usually include; a marketing strategy phase, a graphic design phase, a development phase (which includes the input of client content and product data into a full site management system with components such as; content management, email marketing, events calendar, and ecommerce capabilities), and then a post-launch phase. Some projects include custom development to deliver client specific functionality.
You will be responsible for successfully managing iQuantum's lead-generating marketing initiatives, products and services from concept to completion. This is a hands-on position that requires a high level of initiative and productivity while managing numerous projects simultaneously. We are looking for a data-crunching, out-of-the-box thinking, and ROI-driven Google Adwords Online Marketing Project Manager.
A successful candidate for this position will have exceptional organizational skills, innate attention to detail, the aptitude to resolve problems/roadblocks, and ability to approach projects both tactically and strategically. This is a full-time, salaried position.
Responsibilities:
- Communicating directly with clients to define and implement website requirements.
- Managing developers and outside resources in the development of approved site or application requirements from project initiation through post launch phase.
- Creating timelines and tracking progress of multiple projects making sure they are on time and on budget.
- Communicating project status to clients, and management
- Providing project estimates
- Working with cross functional team leads (Brand Marketing, Customer Marketing, and Sales to drive their integrated marketing communication strategies).
- Managing the execution of a promotion planning process that communicates and delivers business solutions to targeted segments (private and public sectors) to maximize promotion program ROI in all channels, communications and materials.
- Coordinating the individual functions within integrated marketing in support of business initiatives
- Manage PPC campaigns
- Web analytics and reporting
- SEM implementation, including: Google AdWords, Yahoo Search Marketing and Social Media Advertising
Essential Functions:
- Formulate, coordinate, implement, and track marketing projects that promote iQuantum and our product offerings
- Help establish and maintain project management policies and procedures
- Regularly report on the status of various projects
- Possibly attend tradeshows and corporate events
- Manage large paid search marketing campaigns for multiple clients
- Managing campaigns will include set up, support, reporting and analysis
- Set-up, implementation, and management of pay-per-click campaigns in multiple verticals
- Ad copy creation, testing, and optimization
- Testing of keyword, ad copy, landing page strategies
- Optimize accounts for maximum results (CPL/ROI)
- Reporting and analysis of pay-per-click campaigns
- Participate in cross-functional teams and industry partners
- Respond to the day-to-day client requests and questions
- Continue to drive innovation and creative ideas to maximize results month in and month out
Knowledge, skills and abilities:
- Excellent verbal and written communication skills
- Proven skills in copywriting
- Understand market changes and identify opportunities
- Be articulate and professional
- Remain organized at all times
- Independently analyze information and solve problems
- Be flexible to a changing environment, acknowledging urgency when necessary
- Ability to exercise good judgment and discretion in confidential matters
- Familiarity with cross-channel strategies, including online branding and direct response programs, lead generation / database marketing, and media campaign management is critical
- In depth understanding of the digital marketplace and/or agency background
- At least 1 year of work experience in Digital Production / Project Management on the agency side
- Working knowledge of video production and deployment in digital mediums, including compression and delivery formats
- Knowledge of SEO and SEM
- Experience working within an agency
- Strong project planning and management skills
- Knowledge is desired, but not required, in: CSS, HTML, PHP, Word, PowerPoint, Excel, Salesforce, Programming, and Internet technologies
- Demonstrated ability to gather information and problem solve
- Ability to work with a small team to achieve big results
Education and Experience:
- B.A. in marketing or a related field
- 2+ years online marketing experience in a professional setting, preferably within an Agency
Hours: Monday to Friday, 9:00 a.m. to 17:30 p.m
Location (Melbourne)
3 month probationary period.
Please send your CV and Cover Letter to: jessica.l@iquantum.com.au
Subscribe to:
Posts (Atom)