PBL Last Task Content Marketing

How to use content marketing to appeal to your customer?

 

LO1: What is content marketing?

  • Definitions
    • Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

    • CM institute

    • Content Marketing= Content+ Distribution
    • Why good content matters:
      • VISIBILITY

        Good content can be spread across all social platforms.

        Help brand to create mass awareness

      • STRONGER BRAND LOVE

        Consumers mostly remember on content & brand that make them Wow & deliver true benefits for them on Social

         

    • ResizedImage600454-SC-CM-How-Using-CM
      Content marketing
  • Content Marketing Infographic Inforgraphic
  • Types of contents
    • Viral Videos (Visual Marketing)
    • Real-time content
    • Interactive content

Viral Videos :

  • Precise-based content: Extraordinary content

Volvo (US) promote stability and precision of truck. Look at Volvo! The sophisticated man, the catchy song create the epic TVC for its truck ever.

→ US style, not many words, short and implied.

 

  • Into-the-life content: Real, close to life, cozy, drive to emotional

E.g: Thai insurance → County of Buddhism , content closed to people, the love for everything, etc.

  • To-the-extreme-feeling content
    • E.g: “Dump way to die” campaign of Australia. 

-> Attract customers by a gentle approach but attractive, lovely with humorous content and extraordinary. This campaign won millions of awards through out the globe. The brand appeared in the end.

Advantages: – The way to tell a story

– Make use of the customer journey’s research: find all the possible touch-point where brand can interact with customers. 

Real-time content

Orea example: https://www.youtube.com/watch?v=A9UqFGKcNWg

Following trend content:

Excellent Kitkat: Kitkat real-time marketing Kit Kat scored a major real-time coup with a single tweet. This quip ended up as the most retweeted brand tweet of all time. That message, poking fun at Apple for the pliability of the iPhone 6+, did resonate widely, but it’s not all Kit Kat has managed in terms of real-time marketing.

ByT_zRuIUAAynLd

Examples of real time marketing

Screen Shot 2015-11-24 at 08.40.11

Advantages: More engaging with customers

Disadvantages: Risky and easy to make mistakes.

Interactive Content : Customisation or personalisation 

Advantages: Thanks to those campaign, customers will proactively share, engage with their friends and the brand will spread.

LO2: Content marketing strategy

STEP 1. IDENTIFY YOUR BUSINESS OBJECTIVES (STARTING FROM SCRATCH)Screen Shot 2015-11-24 at 09.05.51

STEP 2. COMPOSE YOUR CONTENT MARKETING MISSION

Screen Shot 2015-11-24 at 09.06.12

STEP 3. GENERATE SOME STARTER IDEAS THAT FULFILL YOUR MISSION

Launch your own Content Marketing Program

 

LO3: How to create effective content for your audience?

  • Customers relation
  • Customer engagement
  • Customer loyalty
  • Brand awareness

Screen Shot 2015-11-24 at 09.00.12

Define the Social Strategy

Select Content building model

Capitalize content trends

Develop execution

Keywords:

  • Customer engagement
  • Content creation
  • Content creators
  • Channels

 

PBL Task 10

How to come up with a creative idea that communicates your message?

  • How creative ideas become messages?
    • How we can define the creative “big” idea?
      • Simply stands out from the crowd and adds value to your company
    • Which are the components of a creative idea?

1.       The first factor is SURPRISE: whether one produces something that continues captivating attention, even though it becomes familiar over time. This may result from rare and remote association of ideas or a recombination process that brings familiar things together in an unfamiliar/unexpected way. This is the ability to think beyond conventional boundaries or categories, loosen up the associations and make remote associations between and within categories. This is also related to flexibility with which you can walk across categories and disciplines.  An example might be Mona Lisa by Da Vinci or putting a urinal in an art gallery.

2.       The second factor is ORIGINALITY: whether one produces something that is really unique and novel and unheard of before. This is creativity that is not just combinatorial but perhaps associated with transforming and transcending. As pre Pribram novelty is a result of new rearrangements of old ideas. If the first factor is about combination, this may be thought of as permutation or reordering. This is related to originality scores. An example might be cubism by Picasso where the face/familiar objects are rearranged, sort of.

3.       The third factor is BEAUTY: whether one produces something that is appealing and aesthetically satisfying. Beauty lies in the eyes of beholder and is related to subjective preferences. Identifying beauty is a fast and frugal process and as per one conception, we find something beautiful, if we can process it easily (that is why average faces are more beautiful- ease of processing). This is related to fluency scores or the ease with which you can ideate.  Expressionisms by Monet et al looks beautiful because it’s easy on eyes.

4.       The fourth factor is of UTILITY: whether one produces something that is useful. As evident from the alternate uses task the utility of something is ambiguous and context dependent and yet measured objectively and not subjectively.  Creativity is the ability to deal with this inherent ambiguity, be comfortable with it and look at things from multiple simultaneous perspectives to find useful contexts in which to use/ apply it. This is the ability to see if the solution actually solves the problem. Also the ability to elaborate an idea and add details to it, so as to make it useful/ relevant. Here, one can focus on one stream of thought/ idea and take it to logical conclusion, adding details and making it complex. The Miniature art of India, that has elaborate details, is an example of this form, and is useful in reconstructing history.

To put in simple words, creativity is generation of new, unexpected, likeable and useful/complex ideas/ things etc. Creativity happens if something ‘stands out’ from the crowd.

http://www.creativitypost.com/psychology/creativity_components#sthash.ZuAlE0LU.dpuf

http://www.celt.iastate.edu/teaching-resources/classroom-practice/teaching-techniques-strategies/creativity/elements-of-creativity/

  • How we define the message?
    • Adds value to your customer and brings benefit
  • What is the message strategy?
  • What constitute a message?
  • How to affect customers’ emotions by appealing to different senses?
  • Examples

 

  • What factors should be taken into consideration when designing the message?

 aida

  • Stage 1 – Attention: A timely and relevant communication grabs the users attention
  • Stage 2 – Interest: The communications content arouses interest in the consumer
  • Stage 3 – Desire: The communication creates desire and need in the consumer
  • Stage 4 – Action: The strength of the desire evokes an action from the consumer
  • Pushqr

http://www.forbes.com/sites/jaysondemers/2013/08/05/how-to-use-the-aida-formula-to-boost-your-content-marketing-strategy/3/

PBL Task 8

When to use a media agency and how to select the media mix?

·       What is a media agency?

o   What is the definition of a media agency?

An advertising agency or ad agency or advert agency is a service based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients.

o   What are tasks and core competences of media agency?

Media planners identify which media platforms would best advertise a client’s brand or product. They work within advertising agencies or media planning and buying agencies. They enable their clients to maximise the impact of their advertising campaigns through the use of a range of media.

Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible. They apply knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client’s brand.

Source: http://www.prospects.ac.uk/media_planner_job_description.htm

o   What are different kinds of media agencies? Give examples.

1. Advertising Agency

The oldest and most common type of agency is an advertising or ad agency; from Mad Men to the largest holding companies and agency networks, ad agencies were the only game in town until 1996 when the first web browser was launched. The largest ad agencies and their advertising holding companies diversified to offer all types of marketing; the most frequent division was and still is media planning and buying services, but now include every other functional discipline, from branding, to internet marketing. No question, the core service from ad agencies remains advertising. Large ad agencies dominate TV advertising—both creative and media, along with all types of print (magazines, newspapers), radio, outdoor, and Internet. Medium-size ad agencies may provide similar services, but without the multinational offices, or multiple, functional divisions. Small ad agencies typically focus on print, but could do radio and internet. Ad agencies tend to focus on retail and package goods clients (business-to-consumer), but will also work with business-to-business clients that require advertising, and/or have significant marketing budgets.

2. Media Planning/Buying Agency/Service 

Often part of an advertising agency, media agencies specialize in all aspects of strategy, research, planning, buying, and placement of all types of media including TV, newspaper, magazines, radio, outdoor, and online. Like other agency types, media agencies often engage in other types of marketing, most notably, advertising development and market research. Large media agencies are critically important to large advertisers, due to negotiation leverage and multi-national networks.

3. Promotion Agency 

The next largest portion of agencies are promotional in focus, typically working with retail and package-goods clients for promotional campaigns that include advertising, coupons, sweepstakes, contests, loyalty programs, merchandising displays, packaging and related; today many promotion agencies are hybrids that will do all other types of marketing.

4. Public Relations (PR) Agency 

A variety of services encompass publicity or public relations including media relations, investor relations, and crisis communications. Traditional PR activities include news announcements, article writing and placement, and press conferences or events. PR firms often engage in event marketing, new product launches, website development, social media, and educational initiatives. Also, advertising or marketing agencies often provide PR services.

5. Marketing/Marketing Services Agency

As advertising has declined in importance for all but the largest brands, many advertising agencies have evolved into marketing or marketing services agencies, typically providing a variety of services that could be offered by other specialist agencies listed here. Often marketing/marketing services agencies refer to themselves as full-service agencies and provide advertising, PR, strategy and planning, direct, Internet, branding, photography and video, and other types of marketing. Many small and mid-size agencies refer to themselves as marketing agencies, and not ad agencies.

6. Internet/Interactive/Digital Agency

With the growing importance of Internet marketing, social media, e-commerce, content marketing and related, one of the fastest-growing agency types describe themselves as one or more variations of Internet/Interactive or Digital agencies. Such agencies will design websites, social media networks, manage blogs, and more. In addition, further specialization is common with Search Engine Optimization (SEO) agencies or consultants, Paid Search or Pay-Per-Click (PPC) advertising, or applications (Apps).

7. Direct Marketing Agency

Direct marketing agencies started as experts in direct mail, a tactic in decline, but have reinvented themselves as experts in email, Internet marketing, customer databases, analytics and more. Like other agency types, direct marketing hybrid agencies are common.

8. Branding/Identity Agency

Branding or brand identity agencies are often boutique agencies, or divisions of ad agency networks. Branding agencies provide a range of services from logos, to brand name development, to packaging, graphic identities, signage, and environmental design (typically retail store design). Often branding agencies will provide marketing research in support of brand strategy, and may engage in website design, advertising, annual reports and more.

9. Design Agency 

Often smaller agencies will position themselves as design agencies or studios. Design agencies often perform a variety of services including brand identity, website design, advertising, packaging, brochures and all types of print collateral, and more. Some studios will specialize in certain types of design, for example, annual reports.

10. Social Media Agency

One of the fastest growing agency specialties is social media, or social media marketing.  Social media agencies specialize in creating and managing a brands social media networks. Today, the top social media networks command most of the effort including Facebook, Twitter, YouTube, LinkedIn, along with newer networks like Pinterest and Instagram. Beyond profile design and implementation, social media agencies often manage blogs, content research and development, video, and increasingly web design, and search engine optimization.

11. Specialty Agencies

We group all other types of marketing agencies as specialty agencies, that either focus on a functional marketing discipline or niche market segment. Examples of functional specialists include search optimization or paid search, packaging and merchandising, video, or brand name development. Market or category specialists include different ethnic marketing agencies (Hispanic, Asian, etc.), cause marketing, healthcare marketing, and software marketing. The sponsor of this guide, Amalgamated Marketing, is a network of specialty agencies.

Now that you understand the difference between the many different types of agencies, learn about the 4 Steps to Marketing Agency Selection.  To learn how to choose a marketing agency, link link to our blog. Also, you can download our free guide: The Definititve Marketing Agency Selection Guide.

Source: http://www.amalgamatedmarketing.com/11-types-of-marketing-agencies

·       When to use a media agency?

o   What are pros and cons of using a media agency?

PROS:

An advertising agency is a professional service provider that develops and administers advertising campaigns for businesses of all sizes. Advertising agencies are highly specialized in creating advertisements for traditional media as well as emerging technology, such as internet video and social networks. Agencies can act as full-service boutiques, handling a campaign every step of the way, or they can perform contract work on a specific portion of a campaign, such as advertisement design.

Cost Advantages

One significant advantage of using an advertising agency, as with other professional service-providers, is the cost savings. Advertising agencies absorb a wide range of administrative and service-oriented expenses, including machinery, salaries for top-talent individuals and established distribution systems. Simply paying a fee to an advertising agency can help your business to avoid the costs associated with adding an entire department to your operations, not to mention the logistical cost of developing advertisements in-house.

Professional Experience

Selecting a reputable advertising agency ensures that your advertising campaigns will be developed and administered by the cream of the crop in the advertising industry. Ad agencies hire the best of the best, and their specialists’ skills are honed further by focusing solely on developing and maintaining advertising campaigns for a wide range of clients.

Hiring experienced, top-level marketing personnel in-house can be an insurmountable challenge for many small businesses, and taking advantage of professional services can allow your campaigns to achieve the same level of quality as the major players in your industry.

Industry Insiders

Established advertising agencies already have a wealth of industry contacts and relationships from which to pull when putting your advertising campaign into action. Agencies typically have established relationships with printing companies, local and national media outlets, independent publicists and publishing companies. These relationships may have taken years to cultivate, giving the ad agency a tremendous advantage over new, in-house marketing departments that have little experience in the local advertising community.

Strategic Control

Advertising agencies will typically consult with you frequently throughout the campaign development process, ensuring that you are completely satisfied with the campaign from start to finish. Advertising professionals will get to know your business, your products and your company culture, as well as your personal preferences, before crafting a campaign that effectively conveys the uniqueness and value of your organization.

Source: http://smallbusiness.chron.com/advantages-advertising-agency-3594.html

CONS:

MISCOMMUNICATION

NOT WORTH THE MONEY
CREATIVITY
NOT GET THE RIGHT MESSAGE
VISUAL AUTHENTICITY

o   How to consider budget when using a media agency?

·       How to select the right media mix?

o   What are the components of media mix?

Combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign.
ama-higher-ed-2014-marketers-as-masters-of-the-mix-53-638

o   What is a media plan?

o Define the following concepts:

Source: http://www.three-ships.com/blog/striking-the-right-balance-in-your-digital-marketing-mix

  • Paid: Google pay-per-click ads, Facebook ad campaigns, mobile click-to-call ads or other forms of paid advertisement. One quick caveat: paid ads may generate traffic but often it is low quality. People who click on a paid link stay on the site for 20-30 seconds on average while people who click on an organic link stay for 90 seconds – 2 minutes.
  • Owned: The content, whether video, blog, whitepapers, images or social media networks that you or your company have produced. These are used to drive organic traffic and in the long-run provide more value than paid media.
  • Earned: This is the promotion you hope for from your customers, prospective customers and online community members. Producing content that others choose to share, “like,” promote to friends or opt into is deemed “earned media.”
  • Shared: This is externally generated content that is open to the community and revolves around your company’s online presence. This includes things like social media status updates that mention or promote your company.

Source: http://www.toprankblog.com/2011/07/online-marketing-media-mix/

Paid Media – Often thought of as “traditional” online advertising through display ads, pay per click search ads and sponsorships. The pro for paid media is it’s ability to be implemented pretty much on-demand, the ability to have some degree of control and also that it scales. The growing popularity of social advertising on sites like Facebook, Twitter and LinkedIn (YouTube as well) adds another option for marketers to gain presence in channels where consumers and buyers are spending their time. The appearance of brand messages and content within paid media can work together with social sharing and organic search.

Earned Media – The result of public & media relations efforts to gain coverage in publications – on and offline. Or essentially, brand presence within media without having to advertise. This definition also extends to brands that behave online in such a way that “customers empowered to publish” create content on the brand’s behalf inspiring buzz and word of mouth.

Owned Media – Media, content and assets that the brand controls, like websites, blogs, newsletters and brand social media accounts. Brands are increasingly behaving like publishers with editorial staff managing content creation steams. “Content Marketing” is the hot topic when it comes to Owned Media and can facilitate brand information discovery through search and social channels. Content engages customers and fosters relationships throughout the customer lifecycle. Brand content to serve both broad and niche audiences is not immediately scalable, but can provide long term growth benefits without corresponding growth in costs.

Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that  results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on.  Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.

PBL Task 7

Learning objectives: How to use social media marketing effectively in building / developing a brand?

  1. How to choose the right platform for your company?
  • Sm channels
  • B2B
  • B2C
  1. How to measure the impact of social media marketing?
  • How to analyze social media activity?

– Likes

– Clicks

– Shares

  1. How to apply?

3.1 Trends, examples


How to choose the right platform for company

For B2B:

b2b_content_marketing_usage-resized-600

b2b_social_media_platforms_used-resized-600

LinkedIn

If you only use one social media network, make it this one. LinkedIn currently has 260 million users in 200 countries (and in 20 languages).

  •  make contacts and build relationships.
  • build their brands and establish thought leadership. There are over one million. LinkedIn groups.
  • From a marketing standpoint, LinkedIn allows you to run advertising that can be extremely targeted by location, industry, title, company and other demographics.
  • smart place to introduce your company, share your content and boost traffic back to your website.
  • find out most everything on a professional level about a target prospect.

Google+

With over 540 million active users, Google+ is larger than LinkedIn and Twitter. And while it cannot currently match the networking strengths of LinkedIn, from a search engine ranking standpoint, you really can’t afford not to have a Google+ presence.

It’s sometimes easier to think of Google+ not as a social network, but as a social layer. When your content is published on Google+ it can rank higher as the content is fed into the personal search results of your Google+ circles. And images and video can gain even higher exposure.

Google+ has also become instrumental to Google in verifying content authorship. When you are a known quantity to the search engine (via the rel=”author” feature), it can further increase your visibility in search engines.

And on Google+ you can have a business page, too. This allows people to follow and engage with your business, which creates opportunities for relationship building.

Twitter

Over 500 million use this microblogging service that enables users to send and read “tweets,”  It’s a great way for companies to get the word out and provide links back to their website. All tweets can be seen by everyone – nothing is filtered out like on Facebook. Twitter has essentially displaced the newswires for breaking news.

You can build Twitter lists. For instance you can build a list of reporters who cover your industry. If they ask a question or need some help, you can respond, help them and be on your way to building a relationship. The same goes for lists of your prospects.

Similarly, on Twitter you can search for mentions of your company or key industry or competitive terms. When someone tweets a question or has a problem, you can respond and help them or otherwise engage in the conversation.

Certainly, there are other networks that make business sense for B2B marketers. But until you have these first three nailed, remember that it’s more effective to have a strong presence on a few networks than a weak presence on many.

Source: Douglas Burdett The 3 social media networks that are best for marketing

IT’S BETTER NOT TO HAVE THE SOCIAL MEDIA PRESENCE A MILE WIDE AND AN INCH DEEP.

STATISTIC: Which social media platforms that you use to market your business?

http://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide/

Screen Shot 2015-11-03 at 00.34.50

Social Media Examiner surveyed marketers worldwide and discovered that Facebook (surprise) is the preferred social media platform for B2C marketers, favoured by 67 percent of brands, ahead of blogging (11 percent) and Twitter (10 percent). http://www.adweek.com/socialtimes/social-media-b2c-b2b/485202


How to measure?

1) Connect Your Social Media ROI Back to Your Business Goals

Key examples of social media metrics to track include:

  • Reach
  • Site traffic
  • Leads generated
  • Sign-ups and conversions
  • Revenue generated

2) Select Social Media Analytics Tools To Measure Your ROI

Once you’ve established your social media goals, you’ll need to identify and implement the tools and processes required to measure the ROI on your social media.

Google Analytics: Track website traffic, on-site conversions, and sign-ups originating from social media campaigns.

Salesforce: Add Salesforce tracking codes to the links you share on social networks. When paired with marketing automation software like Marketo, you’ll be able to track sales leads back to specific campaigns or social messages.

Hootsuite Analytics: Hootsuite offers a variety of analytics tools to help you track your reach, conversions and more. A few noteworthy examples are:

  • uberVU via Hootsuite will help you identify your share of voice within your industry on social media, your reach, sentiment around your brand and much more.
  • Custom URL parameters allows you to track which social networks and social messaging did or did not drive traffic to your site, blog or landing page.
  • Hootsuite Analytics Reports offer quick snapshots of your reach through metrics like follower growth, total daily URL click-through and per-post stats for Facebook, Twitter and more
  • Social bakers

3) Calculate Your Social Media ROI

4) Adjust to Improve

IN GENERAL: To demonstrate social media’s value, you need to measure social media ROI as it relates to your broader business goals

http://blog.hootsuite.com/measure-social-media-roi-business/

social-media-ROI

http://www.adweek.com/socialtimes/how-to-measure-social-media-roi/501658

HOW TO APPLY:


PBL Task 6 MEMO

09:04 Start the discussion with agreed agenda

It should describe with your objectives, what you want to achieve. It should include the audience: customers, employees and so on. Tools as tables/ timetables. Luca (from Hieran)

Policy approach, providing stakeholders all the information that they need.Who has authority to do the plan (Aleksi)

CP is about everyone, all the time, everywhere, verbally, physically presenting the messages of the company (Heidi)

  • Why do you want to communicate with the community?  (What’s your purpose?)
  • Whom do you want to communicate it to?  (Who’s your audience?)
  • What do you want to communicate?  (What’s your message?)
  • How do you want to communicate it?  (What communication channels will you use?)
  • Whom should you contact and what should you do in order to use those channels?  (How will you actually distribute your message?)

(Paulien)

What channels (Heidi asked) : general channels like: newspaper, online, radio, etc.  Budget is a key element in the CP as well (Aleksi). How much money will you use for the CP.

Trends: Infographic, social media guidelines. Trends mostly are social medias. 

More and more customer orientation plan is another trend. (if you focus on customer. (James)

Types: Crisis communication plan (james), all companies have different ways of doing the CP.

CP is not a fixed plan, should be dynamic, should adapt to the organisation’s new opportunity or challenges. CP should always be adaptable (Aleksi)

Tools: 3 directional approach for 2 dimensional results. 

What- get? Who

What-give? Who

Not only about information but also decisions what you need to make (Luca)

(Support Aleksi’s viewpoint): 7 elements of good marketing CP

  1. It is participative, dynamic, flexible, audience-driven, It combines the best of PR and Marketing, It contains a mix of strategy and tactic, It is doable (James)

STEPS for good CP

(LAY THE GROUND WORK)

Step 0: Strategic setup

Step 1: Audience

Step 2: Key messages

Step 3: Channels

(TAKE ACTION) Step 4:Indicators/measures (Evaluation) (James) 

Step 0 should be goals and objectives

Confusion: (which should be the order): Make clear your target audience + set your goals (Anne Marie)

It’s different between B2B (goals + audience) and B2C (customer first then goals) (Heidi)

ccmc pbl 6

Should start with the type of companies

Step 0: Who are we? What we want to achieve

Prioritize step includes the crisis management (Aleksi, AWWA Journal and BCH CBD on “How to create a communication plan”)

All communication tools are almost exactly the same, but it depends on types of companies.

Who is actually responsible for writting down the plan? (asked Luca)

Communication professionals will be hired (Aleksi’s company)

Different people from different teams (Ruud’s case)

Some companies don’t have a concrete CP and went with the flow  (Aleksi)

Not everyone agreed that we should go with the flow.

Ivana Helsinki is one of Finland fashion plan ( not good CP because they just go with the flow). Within the fashion industry they might be known, but to the general public, the one who buys the clothes , they are unknown. But maybe that’s there plan.

Conclusion: Internal, external, everyone every time is an ambassador for the company. (Heidi)


Most important thing is the objective should be smart. Lots of tools to track if they click the email, etc.(Email marketing) (Anna Marie)

How to measure the effectiveness of your CP:

  • Effectiveness Success Rate
  • Efficiency

(Lotte)

Survey research should not be used because its cost. Alternatively, These include tracking the number of customer calls to an information line, the number of hits on the utility’s website, the number of presentations made, the amount and nature of media coverage, the amount of legislative support for programs, and the level of public participation in utility decisions (Aleksi)

Average working days lost?

Measurement:

  • Benchmark prior to starting
  • Identify mix of outputs and outcomes
    • Outputs are a measure of your efforts.
    • Outcomes are the changes that occur (James)

Conclusion: Ideally, success is measured by the extent to which the plan helped the organization achieve its goals.


What recommendations should we give Ivana Helsinki?

Clarifying who they are, they should establish themselves to whoever want to know.

Closing + Observer


Anne’s picture:


Opening new task

Social Media
New ways of discussing
PROBLEM: How to use Social Media marketing effectively in building/developing brand? (B2B, B2C, brand building/developing)
Objective *: Youtube, facebook, instagram, linkedin,
1. Social Media? Channels-> How to choose the most effective platform for your company?
2. How to measure the impact of SM Marketing?
  • How to analyze Social Media activity?
3. How to apply?
  • Trends and examples of different impacts.
Key words:

PBL Task 6 27.10

Learning Objective: How to create an effective communications plan?

  1. What is a communications plan (CP)?
    • Communication planning is the art and science of reaching target audiences using marketing communication channels such as advertising, public relations, experiences or direct mail for example. It is concerned with deciding who to target, when, with what message and how. (Wiki)
    • A communication plan is a road map for getting your message across to your audience.
    • A communication plan describes what an organization wants to accomplish with the information it sends out. It lists objectives, the tools used to produce communications and intended recipients. .
  • Elements of a CP: What, How and Who? “The plan describes what information will be shared and how it will be distributed. The plan also identifies the people responsible for building and managing information, when it should be communicated and where records should be stored” Effective communication plan
  • Types: Internal + External and crisis communication plan
    • Internal business communication plans represent messages intended only for those stakeholders inside a business. These are often owners, managers, and employees connecting by telephone, e-mail, conferences, or face-to-face meetings and reviews. External business communication plans are simply the opposite of the above plan; external stakeholders needing information use it. A crisis communication plan is a special form that works only during a crisis experienced by the business. Wise geek (type of CP)

      Communications include all written, spoken, and electronic interaction with association audiences. A communication plan encompasses objectives, goals, and tools for all communications, including but not limited to:

      • periodic print publications;
      • online communications;
      • meeting and conference materials;
      • media relations and public relations materials;
      • marketing and sales tools;
      • legal and legislative documents;
      • incoming communications, including reception procedures and voice mail content;
      • committee and board communiques;
      • corporate identity materials, including letterhead, logo, and envelopes;
      • surveys;
      • certificates and awards;
      • annual reports;
      • signage;
      • speeches; and
      • invoices. Hieran, how to develop a communication plan

      OR

      Communication includes print publications, conference and public relation materials, legal documents and online content.

      Other types of communication include surveys, reports, speeches and other company documents.

      Marketing communication types include project newsletters, testimonials, presentations and other promotional collateral. Effective communication plan

  • Tools
  • Trends

OR: The 11 vital internal communications trends you’d be crazy to ignore

However, i think this one is definition a trend:
External: Infographic Infographic maker

Internal: Social Media Guidelines: https://www.youtube.com/watch?v=gr34T2TIioo


  1. What are the steps in a CP?

How to Develop the Plan

Take the following steps to develop an effective communication plan:

Conduct a research-communication audit. Evaluate your current communications. Some associations hire firms to do this, but the price for the objectivity of an outside auditor can be high. To conduct your own audit, find out

  • what every staff person is doing in the way of communication,
  • what each communication activity is designed to achieve, and
  • how effective each activity is.

To get the answers you need,

  • brainstorm with communication staff,
  • talk to other departments,
  • interview the chief staff executive,
  • interview the board,
  • talk to communication committee members,
  • survey the membership,
  • host focus groups, and
  • query nonmembers.

Define objectives. Armed with information from your audit, define your overall communication objectives-the results you want to achieve. These might include

  • excellent service to members,
  • member loyalty,
  • centralization of the communication effort,
  • increased employee teamwork,
  • improved product delivery,
  • visibility for the association and the industry or profession it represents, and
  • influence on government, media, consumers, and other audiences.

Define audiences. List all the audiences that your association might contact, attempt to influence, or serve. Included on your list may be

  • members;
  • nonmembers;
  • consumers;
  • related associations;
  • adversarial associations;
  • educators;
  • federal, regional, and local governments;
  • related industries; and
  • the media.

Define goals. With stated objectives, and considering available human and financial resources, define goals-in other words, a program of work for each objective. Goals include general programs, products, or services that you will use to achieve stated objectives. For example, if the objective is to improve member service, goals might include improved training for the member-service function, special communications directed at first-time members, a reference manual for handling complaints, and ongoing information for members.

Identify tools. Decide what tools will be used to accomplish stated goals. These tools can be anything from a simple flyer to a glossy magazine. Don’t overlook less obvious tools such as posters, report covers, Rolodex cards, and Web sites. Brainstorm ideas with your staff.

Establish a timetable. Once objectives, goals, audiences, and tools have been identified, quantify the results in a calendar grid that outlines roughly what projects will be accomplished and when. Separate objectives into logical time periods (monthly, weekly, etc.).

Evaluate the result. Build into your plan a method for measuring results. Your evaluation might take the form of

  • a monthly report on work in progress,
  • formalized department reports for presentation at staff meetings,
  • periodic briefings of the chief staff executive and the department heads, and
  • a year-end summary for the annual report.

Developing a written communication plan will take effort. Plan on three or four days the first time you do it. Once in place, the written plan will smooth your job all year long, earn you respect from the CEO and other staff, help set work priorities, protect you from last-minute demands, and bring a semblance of order to your chaotic job. How to develop communication plan


  1. How to measure the results of a CP? (How to know if its working? (Differences in B2B and B2C industries?
  1. How to measure the results of a CP? (How to know if its working? (Differences in B2B and B2C industries?)

Exercise 6

Work process

  1. Team decides the type(s) of customers/users which are focused on an innovation process
  2. Team chooses which research methods are used in gaining customer understanding (motivations, needs, problems, challenges, successes etc.)
  3. Team member familiarizes oneself with the reading on a research method.
  4. Each team member collects customer data using the method, check the potential questions that were generated in class
  5. Each team member organizes and analyses collected data and draw preliminary findings in the form of a story.

Presentation

  • Each team member presents the key elements of a research process and the developed story to other team members on the first day of the intensive week. Bring visual material e.g. pictures, videos etc. to class.

Silva’s notes from previous class discussion:

Questions:

Silva:

How do we apply the app in real life

How to get companies interested in an app like this

Marketing this app to individual users ( how to do it, is this a general issue)

How do we go about making and implementing the idea

Would an app like this become a trend

How often do people have this problem

Would companies see this as a benefit or a risk to business

Tade:

What is the best was to implement system

What sorts of businesses could use this

How could we incentives businesses to join

Fast food chains?

Revenues? What would they be

My Tran:

What is the targeted group for the system

Who can benefit from the app

What will it bring to the target group

James:

What is our topic

Where else can this be applied

How do we get companies to get on board

How to we monetize

Does it solve a problem

Why would companies tell people not to come

Questioning:

Employer:

What are the costs?

What are the benefits? Revenues?

Employee:

What do I have to do?

Employee rep:

How will this affect my employee’s day-to-day activities

Customer/user

How do I use this

Can I trust it

Does it work well in real-time

3rd round of questions:

1. what is our topic? (group)

2. How will companies benefit from this innovation

3. Does this solve a problem (how big is this problem)

4. How do we go about implementing the idea

The User Picture Interview is a method that combines aspects of Photo Ethnography and Ethnographic Interview.
Develop protocol-> Ask participants to take pictures-> Interview participants

EXAMPLE:
PARKING IS NOT CHALLENGING

In today’s busy lifestyle, many people are rushing and struggling in finding a place to park their cars in the center of Helsinki. Helsinki is a busy capital city with 604,380(31.12.2012) people live in Helsinki, and 1,360,000 live in the Helsinki metropolitan area.

New small medium size helpful app developing company is interested in making life of a Helsinki resident a lot easier by a Parking App.
A design team working on this project must be able to understand what, how and why people struggles to find a parking place in busy Helsinki area through structured, ethnographic research involing 8 extreme participants.
The User Pictures Interview was one of the methods used.

Participants will be given instructions with examples of the types of pictures they should take to self document their parking situation every day in 2 weeks time. The goal is to capture the situation of all parking places at a different times with different people and purpose as well as their direction.

parking space parking-space-open-full-signs_banner_1342612788

Using a shared device to interview the participants to recall all the details of the pictures they take. By that, design a solution for their problems through the APP developing process.