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#PremDac18: Introduction to Digital Marketing with Bex Lewis


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#PremDac18: Introduction to Digital Marketing with Bex Lewis

  1. 1. Introduction to Digital Marketing Dr Bex Lewis :: @drbexl Senior Lecturer in Digital Marketing, Manchester Metropolitan University ; Director: Digital Fingerprint; Author: Raising Children in a Digital Age (2014)
  2. 2. "Achieving marketing objectives through applying digital technologies and media.” Digital Marketing: Strategy, Implementation and Practice (2015) What is digital marketing? @drbexl @davechaffey
  3. 3. https://vimeo. com/2774192 14 :: https://www.a dweek.com/cr eativity/check- out-all-30- grand-prix- winners-from- cannes-lions- 2018 @drbexl
  4. 4. • What digital marketing campaigns come to mind for you? • What do you think made you remember them? Discuss @drbexl
  5. 5. @drbexl http://j.mp/digimktg15
  6. 6. Purchasers? Sign Ups? Design? Return On Investment? Enjoyment? Awareness? Remembered? Brand Known? Media Coverage? Number of Views? Engagements? Best? @drbexl
  7. 7. • Purpose of the campaign • Understanding of audience • Key Performance Indicators? • Call to Action? Fit. For. Purpose @drbexl
  8. 8. “The first important decision you must make is to pinpoint an audience: who are you writing for? Quite simply, the audience is in the driver's seat. By and large, what the audience wants is what you should be giving them. You have to listen to your audiences to find and select the right narratives, language, and visual and graphic devices that will capture their attention.” Who is your audience? @drbexl
  9. 9. @drbexl https://www.of com.org.uk/res earch-and- data/multi- sector- research/cmr/c mr-2018
  10. 10. • What do you know about your (desired) ‘audience’? • Personalities? Lifestyles? Values? Fears? Pain Points? Discuss @drbexl
  11. 11. @drbexl http://www.thisg irlcan.co.uk/ http://www.dan dad.org/en/thisg irlcan-interview/
  12. 12. “When we met the women, we realised how this was actually real. This wasn’t reading research on paper any more, they had real stories so we wanted to give them the space they deserved. It was never a box ticking exercise, we just wanted women who embodied the spirit of the campaign. And that’s who’s in it.” http://www.dandad.org/en/thisgirlcan-interview Humans Tell Stories @drbexl
  13. 13. @drbexl
  14. 14. • Web: http://www.thisgirlcan.co.uk/ • Twitter: @ThisGirlCanUK #thisgirlcan • Facebook: http://j.mp/thisgirlfb • YouTube: http://j.mp/thisgirlYT • Mobile App: http://app.thisgirlcan.co.uk Further discussions: http://wke.lt/w/s/2rGIb (Social) Campaign Aspects @drbexl
  15. 15. Many body types & sports are shown – easy to identify - Positive not negative message (do, not don’t) - Catchy hashtag exploits modern social media - Use of humour (pokes fun at so much sexualised sport) - Inclusive & empowering rather than competitive, get moving, have some fun, enjoy friends – NOT fitspiration - Nielsen survey – social media used more by women for connection, creativity & entertainment Positives and Negatives? @drbexl Men are excluded (though have seen #thisboycan #thismancan) - Refers to ‘girls’ rather than women - thos some use #thiswomancan - Some grumbles ‘about sex’ and objectification - Ignores the older generation – partic 50+ - who are not represented *later campaigns illustrated this
  16. 16. • 25 million+ total campaign views ; 250,000+ interactions. • 302,000 Facebook and 77,000 Twitter followers • #ThisGirlCan trended #No3 TV advert launch night • Bespoke algorithm tweets users • ACTIVEMapX: Classes advertised increased 39%, whilst user searches exceeded 5,000+ daily • Digital library of shareable assets, utilised by over 4,000 partners and sporting organisations in the UK. Success Factors @drbexl
  17. 17. @drbexl “Older women said they had strong connections to the campaign beforehand, but they spoke about the fear of being a beginner. At 46, you’re maybe a little bit less inclined to start something new, so that’s what we’re directly tackling. We want to normalise the beginner and highlight that exercise is not just about the physical benefits but also about personal development.” •30 Jan: ‘Out of Home’ and digital •24 Feb: New TV Ad #ThisGirlCan 2017
  18. 18. @drbexl
  19. 19. @drbexl
  20. 20. @drbexl
  21. 21. • Social Currency: We share things that make us look good • Triggers: Things need to be in our consciousness to want to share them “Different locations contain different triggers. Churches are filled with religious imagery, which might remind people of church doctrine…. And once these thoughts are triggered, they might change behaviour.” • Emotion: We want to share the things we care about (exciting is more shared than sad) • Public: If something is public, and on show, it's visible to others and enters their consciousness • Practical Value: People like to share useful bits of information that we think will help people • Stories: Humans tell stories - and useful information can be embedded in what seems like idle chatter! What makes people share? @drbexl
  22. 22. @drbexl
  23. 23. • Need to have a purpose  Plan • Need to understand your audience • Digital mixes with other forms of media • Get inspiration from other campaigns • Seek ways to measure ROI • There’s no magic bullet: it takes work! So what have we learnt? @drbexl
  24. 24. • What campaign might you attempt? • Purpose of campaign • Planned audience/£ • Measures of success? Discuss @drbexl
  25. 25. Recommended Texts @drbexl
  26. 26. Thank you for your participation @drbexl Connect further: http://drbexl.co.uk/

Notes de l'éditeur

  • “There are many opportunities to spread your message on digital platforms. Find out how to get started.” 45 minutes

  • I’m drawing on this guy a lot in this talk … he’s the key source we use for a lot of our students!

    Digital marketing includes managing different forms of online presence, e.g.
    company websites
    mobile apps
    social media company pages.
    This is in conjunction with online communications techniques including the likes of
    search engine marketing
    social media marketing
    online advertising
    e-mail marketing
    partnership arrangements with other websites.
    Techniques are used to support the objectives of
    acquiring new customers (or members of the congregation/supporters of the charity, etc)
    providing services to existing customers/develop customer relationship
    Successful digital marketing does not look at it alone, but looks at how it can be integrated with traditional media such as print, TV and direct mail as part of multichannel marketing communications.
  • I’ll show you the kind of thing he means with this 2 min video from 2018 Cannes awards … and I’d always advise looking at examples of things that inspire you/have done well – so provided link here so can see all the winners (this isn’t one, but identifies some of the digital aspects)… whatever sector they are from, they are all aimed at PEOPLE, and there are ways to do a lot of this on smaller/no budgets – need some creativity!

    See also: https://www.campaignlive.co.uk/article/view-grands-prix-winners-cannes-lions-2018/1485862 or https://www.adweek.com/creativity/check-out-all-30-grand-prix-winners-from-cannes-lions-2018/ for winners
  • For my job interview back in 2014, I was asked to prepare a class for students on ‘the best digital marketing campaign’, I did a quick Twitter poll and these came up as successful/creating debates – some were bigger than others…

    Blog post = further information on each campaign + links to digital agencies giving insights into why they think these campaigns worked.

    Volkswagen – The Fun Theory – Piano Stairs (2009)
    Movember – November moustaches for cancer (2003+)
    Red Bull Stratos Space Jump – huge amount of press interest (2012)
    Gold Postboxes – Olympic Gold Medal Winners (2012)
    Water Aid – 100 days to provide toilets (2010)
    Frozen – got the target market on board (2013)
    Yes We Can – Obama campaign – first social media presidential election (2008)
    ComparetheMeerkat – unique search name - cute (2009)
    Oreo – real-time newsjacking of superbowl time out – no $ (2013)
    The Ice Bucket Challenge – ALS/MND – bottom up, charity jumped on board (2014)
  • What does BEST mean?

    Is it biggest number of purchases/signups?
    Beautiful design?, Biggest return for ad spend?, Stands out from others?, People enjoy it and share it?, People remember it?, People remember it and the brand it stands for? (Guinesss horses famously lost out on this one!), Fit for purpose? Suitable for audience?, Innovative?, Featured in the Press? (Positively/Negatively?)
    What about recognition – Felix Baumgartner – many could tell you he jumped from space, but not necessarily for Red Bull!

    Can there only be one that’s the best? I think we’ve already seen no, and we probably couldn’t agree on one!
  • Key = fit for purpose (doesn’t matter if it’s small/large, how big your budget is, etc.)

    Those creating the marketing need to be clear about the purpose of a campaign is, and WHO it is targeting…
    What are it’s KPI (Key Performance Indicators) – sign-ups, awareness, shares, or whatever …

    These books by Damian Ryan which highlight some of the best campaigns that he has crowdsourced from across commercial and charitable sector, give a sense of aims, costs and ROI (return on investment), last one was 2014, so looking online for ‘best digital marketing campaigns’ you’ll like find other products.

    Whether it’s a commercial product or a charity - fundamentally, there needs to be a measurable ACTION that can be monitored…
  • As with any form of marketing, the first thing to think about is WHO are you speaking to, and use their language! *Do some market research…

    This is thinking about your current/future audience – say if we’re talking church members, you are likely to want a mix of digital content that works with your current membership, but also seeking to reach out to potential other members (knowing where your potential ‘audience’ is) – so you then want to know what they use. There’s no point developing a lovely Snapchat campaign if no one in the your current/target audience uses it, but also, just because your current audience doesn’t use it, doesn’t mean there’s not a potential audience waiting to be reached – this information does not magically appear – ask around informally if it’s a local thing, may need to hire a marketing agency to help for more serious campaigns!

    Remember that the digital is not a panacea – part of multi-media mix…

    Source: http://www.unece.org/fileadmin/DAM/stats/documents/writing/MDM_Part2_English.pdf
  • You also want to understand the digital habits that people have, and there’s all kinds of data online about the best times to post things, the length of posts, the type of images you can use, etc.

    At a big level – this kind of data from Ofcom can help understand UK habits – unsurprisingly – away from home 72% of digital time is spent on a Smartphone – that time reduces at home but doesn’t disappear (and of course there’s multi-screening possibly happening). A laptop/desktop is still the second most used device, followed by TV set, then tablet…

    Ofcom produces regular reports on the uptake of digital within the UK, who’s using what, and for how long, and identifying particular trends of use (or lack of use), partly to inform government policy, but clearly also of use to digital marketers – after all, marketers have to work within contemporary legislation, but also THE BETTER YOU UNDERSTAND YOUR CONSUMERS/STAKEHOLDERS, THE BETTER YOU CAN CONNECT WITH THEM…

    Source: https://www.ofcom.org.uk/__data/assets/pdf_file/0022/117256/CMR-2018-narrative-report.pdf
  • This is WAY more important than demographic information (age/gender, etc.) as if we view everyone as an individual … can

    Can help you understand:
    What your audience value in life – money, freedom, social change
    Pain points your audience face throughout their lives – e.g. Church of England offers births/deaths/funerals
    Misgivings and hesitations your audience have regarding the service you provide – what stops them (becoming christians/coming to your church/donating).
    How you can help your audience in a way that they will find valuable – speak to THEIR needs

    Understanding this means that you can target any campaigns to the needs of your audience, making it more likely they will engage with you as you are speaking to you needs…

  • I want to look at the Sport England campaign – aims summed up well on the front page of the website (which we can see is drawing on all kinds of social media) – was showcased From Oct14 on socmed, from Jan15 on TV

    Agency FCB Inferno commissioned

    Identified 2 million less women than men exercise… (whilst 7.5million would like to!)

    “In a nutshell: our task was to get more women aged 14-40 exercising regularly (they define that as 1 session of 30 minutes exercise per week).”

    5 years of research by SportEngland + focus groups. One unifying reason = fear of judgement (appearance, ability & selfishness)
  • Based on research, and drawing upon e.g. Dove experience, decided to showcase the stories of ‘ordinary’ women rather than models.

    So many times in digital marketing, people focus on the means or the message, but what we need to remember that it’s about people – listen to what they want and find a solution.
  • https://youtu.be/46_DhjU_6Cg

    Watch 30 second video (the full-length video = 8.5million+ views, this one only about 115,000)
  • Alongside TV/cinema ads, out of home such as posters, also:

    Web Presence: http://www.thisgirlcan.co.uk/ (looks contemporary)
    Twitter: @ThisGirlCanUK + local versions + hashtag #thisgirlcan - https://twitter.com/hashtag/thisgirlcan (faved on lots of lists)
    Facebook: https://www.facebook.com/pages/This-Girl-Can/1486200494975441?fref=ts (video, photos, avg 2k likes per post – over 16k for a woman running with a prosthetic leg – still something that people interested in post paralympics)
    YouTube: https://www.youtube.com/channel/UCeWu1xbK24JX1H3qrpDEW_g, Own videos, behind the scenes & curated videos
    App: http://app.thisgirlcan.co.uk/#home (for mobile only – added June 2015 in response to feedback)

    Key influencers (e.g. Clare Balding, Caitlin Moran) supported the campaign
    Built partnerships with media outlets (rather than leaving to chance)
    £10million invested

    Link if want to read more about the campaign…
  • *and Karen Millen currently doing #WomenWhoCan (interviews with ‘strong women’).
  • By the end of the summer last year … when the campaign had expected to be pretty much over…

    Key numbers indicate the importance of social media to this can and the engagement/interest
    Algorithm – motivational or supportive tweet based upon monitored conversations e.g. ‘exercise hesitation’
    See that associated apps saw upsweep in searching for ‘sports’ to engage with
    Let go control of material.

    So overall, what are you measuring?

    QUANTS There’s the hard stuff – the numbers …
    Followers/fans – just a number without any understanding of quality of ….
    Engagement – the most meaningful – how is your audience responding to your content
    Timing – are you active when they are (can use e.g. Hootsuite to pre-set tweets, etc.)
    Click Through Rate – if you want people to head back to your website – can measure how successful.

    QUALS The more difficult stuff to measure:
    Which users are influential amongst the audience you want to reach – can use tools such as Social Mention, but many free tools not comprehensive - https://www.entrepreneur.com/article/313320
    Sentiment analysis – do people love/hate, are indifferent – most is automated, so understand the methodology for collection
    Conversation drivers – really important to understand – not only what are people saying about you, but about your area of niche interest, etc. … What are people sharing about you elsewhere – what do you need to fix? What goodwill can you piggy back on top of?

    Also an ongoing, iterative campaign – positive messages on launch + ‘Tinkerbells’ fighting back against ‘trolls’, plus qualitative feedback (further stories) on Twitter/Facebook indicating that this was spurring people into action… & women sending their own videos in – which @thisgirlcanuk then shared highlighting the message that everyone can get involved (including personal blogs, etc.).

    Can be difficult = cultural change – but possible, based on good research so knew which message to use.
    “It’s a campaign based on changing attitudes, confronting fears and shifting stereotypes, these are difficult metrics to measure and it’s very much about the long-term journey.” (June 2015 – responded to demand with a t-shirt with M&S, charitable giving, encouraging photos, etc.)

    Won Beyond ad agencies wildest dreams – inc won one of highest awards in advertising… (+ other awards such as Creative Circle awards) – remember we mentioned these are worth looking at for ideas of videos… The ‘Glass Lion: The Lion for Change’ award, new 2015, with Sheryl Sanberg ‘lean in’ (9 judges, from 160 entries)
  • Company feeling the pressure to keep up the standards from last time – when nobody had any expectations – this time people did have expectations, and they were aiming for a wider age group … so consistency with previous campaign, but developed further …and #ThisGirlCan is still a phase people will use…
  • Different measurements for different purposes – how are you defining success? Not every campaign will necessarily look for the same thing

    Source: Chaffey, D. and Bosomworth, D, Digital Marketing Strategy Guide, 2015, p45

  • Can look at digital to seek new business opportunities, but we’re particularly interested in it as a communications channel for these lectures – and will be a difference depending if you are transitioning into digital or now embedding it – it’s complex – we’ll highlight some top notes. Now, for the next section we’re drawing particularly upon the work of Dave Chaffey et. Al, so I’d recommend that you read Chapter 4 ‘Digital Marketing Strategy’ in Chaffey, D. & Ellis-Chadwick, F., 2012, Digital Marketing: Strategy, Implementation and Practice (Pearson) – this p199 (although a new edition I think has just come out)

    A couple of extracts from Chaffey’s books…

    As you’ll see here, it’s not a one off plan … it’s a cycling of planning… I would typically start at the top:
    Where are we now – be realistic
    Where do we want to be – what are we aiming for? What is our vision? Which of these targets do we want to improve? “If you don’t know where you’re going, you’ll never get there.”
    How do we get there – plan the strategy – audience, value-proposition, integration with offline, tools to use
    How exactly do we get there – the finer details, a clear plan
    Actions – who does what and when? Who is responsible for what?
    How do we monitor performance? What is the ROI and KPIs? Digital = are plenty of things that can be measured – need to measure the right stuff!

    With digital = that cycle gets faster and faster – Chaffey recommends having 90 day planning cycles as well as annual cycles – with checkpoints in between…
  • Don’t want to go into this diagram, but gives a sense of where different forms of media may be useful at different points – so you’ll see e.g. ‘SEO’ (search engine optimisation) which means that need to ensure that your content is ‘optimised’ to be found when people search..

    All of this takes a lot of work, it doesn’t happen magically … so social/digital marketing is not ‘free’ as it involves resource (time, even if not £), and it’s not just about how many people see your content, but ‘the right people’ (be that your intended audience, or e.g. the press) are being reached – raising awareness, encouraging the ‘first click’ (act), ‘converted’ to purchase/visit/donate, and engage – where they become your advocates in some way…

  • So, if they become advocates, they may share on behalf of the ‘brand’ … or some may have heard me speak in the past about ‘digital discipleship’ – engagement and living your life online…

    Some things that make people share…
  • We need to be presence – people don’t respond well to being ‘sold to’, or being ‘manipulated’ – marketing essentially should be a win-win – matching needs and ‘products’ – and we believe that people have a crying need for Jesus, right – and we want to show what difference he makes to our lives… or if we’re a church/charity what difference we can make *Social media classic 80% sharing, 20% ‘selling’/message, etc..
  • If have purpose = fit for purpose, and a plan for how to get there
    If understand the audience – can find a win-win for both parties and messages that are relevant
    Digital and social media mixes in with other forms of media (and other influences) – want stories shared/featured on media/people driven to content via e.g. posters/sermons/emails, etc.
    Loads of inspiring campaigns out there – more you understand what is working in the contemporary age – more relevant can make message – and don’t need lots of £ (though may need some time) to do it – cut cloth to fit
    Measure ROI as appropriate – engagement, attendance, awareness, sign-ups, etc.