usw @ oi15
TRANSCRIPT
Oi 2015 Conference
Cardiff City Hall
07:05:15
© University of South Wales
Dr Jonathan Deacon Reader in Marketing and Entrepreneurship
Ms Jacqueline Harris Senior Lecturer in Digital Marketing
University of South Wales Business School
© University of South Wales
© University of South Wales
‘Crossing the boundaries…what do
digital customers really want?’
© University of South Wales
This masterclass builds upon research in digital marke5ng at the University of South Wales, So at the end of the session we want you to have a greater understanding of: • the authen5city of the marke5ng message in the
digital environment , • how to develop a trusted and authen5c message
in online communica5on, • appreciate how this feature is key to compe55ve
advantage and developing an on going rela5onship with the market,
To do this we will: • introduce a framework to use in your business or
workspace to be>er understand the nature of authen5c marke5ng communica5ons. ..
• which can evolve with the organisa5on and the market needs as they unfold, change and mature.
© University of South Wales
Is it time to ‘Re-Think’ Marketing?
© University of South Wales
Marketing online is different…?
© University of South Wales
Let’s talk about communication!
© University of South Wales
The ONE Basic Marcomms goal:
© University of South Wales
CONTENT MARKETING.
Last year, 91% of B2B marketers said they used
Source: (h>p://contentmarke5ngins5tute.com/2013/10/2014-‐b2b-‐content-‐marke5ng-‐research/)
So it’s EASY to justify
WRITING IT.
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
Only 42% of B2B marketers say they are effective at
Source: (h8p://contentmarke=ngins=tute.com/2013/10/2014-‐b2b-‐content-‐marke=ng-‐research/)
But that doesn’t mean people aren’t reading YOUR
CONTENT.
CONTENT MARKETING.
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
THE PROBLEM doesn’t lie with your
CONTENT
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
THE PROBLEM doesn’t lies with your
STRATEGY
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
Service Category Brand Evergreen Blog
Sub Sub
Home Page
Category 1 post post Posts
Category 2
Category 3
post post Posts
post post Posts
Sub Sub Sub Sub
Content or Products Content or Products
Naturally easier to build general authority here
You need a strategy to build authority here
YOU NEED A STRATEGY TO BUILD AUTHORITY.
Source: (h8p://searchengineland.com/dealing-‐key-‐exec-‐thinks-‐seo-‐spam-‐213255)
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
Establish Clear Goals.
“If You Don’t Set Goals You Have Nothing To Measure Success Against”
Increase Traffic
Increase Sales/Revenue
Increase Enquiries
Become a Resource/Authority
Increase Visibility
Increase Social Reach
Increase Newsletter Subscriptions
Download a Resource
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
you need to understand THEIR:
GOALS LIKES
BEHAVIOURS CHALLENGES
AND MORE
UNDERSTAND YOUR AUDIENCE.
@LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
© University of South Wales
By CoP/CoI/Tribe. Once you know your AUDIENCE group them
Use this to tailor content to
THEIR NEEDS. @LibertyRichF @LibertyOnlineUK Libertymarketing.co.uk
The emergence of ‘slash’ (/)
identities… Communities of Practice Communities of Interest
Tribes…
Copyright: J H Deacon SouthWalesBusinessSchool 2013
…the (social) science bit!
© University of South Wales
Your sense of 'self’ is… the knowledge that you construct…
© University of South Wales
INDIVIDUALLY through making sense of interactions
or the focus on artefacts and ‘knowing’
created through shared production from the SOCIAL CONTEXT itself (at the centre
of meaning making)
Copyright: J H Deacon SouthWalesBusinessSchool 2013
Increasingly our self/selves are defined as a project:
…identity is framed carefully depending on who we are trying to
be, or become and belong…(as perceived by ourselves and others)
Copyright: J H Deacon SouthWalesBusinessSchool 2013
So… just because you’re an accountant doesn’t mean you can’t also be a rock star/blogger/DJ/baker…!
Sociology
© University of South Wales
It’s all about the experience… the concept of
‘flow’ and optimal experiences
© University of South Wales
‘doing and being’ ‘becoming’
‘belonging and kinship’
The power of ‘others’…
© University of South Wales
© University of South Wales
The Workshop
© University of South Wales
How can you help them with their ‘self-project’ –pains; gains
© University of South Wales
What do they want? When do they want it? How do they want it?
Gain creators; pain relievers
© University of South Wales
© University of South Wales
CO1: Look around corners
© University of South Wales
© University of South Wales
CO2:Be brave about the past
© University of South Wales
Sociology
© University of South Wales
CO3:Be brave about the past…and the future
© University of South Wales
• Who is the one person you want to talk to? • What is the one thing you want to say to
them? • What is the one thing you want them to do/
feel? • What's the one way in which you will know?
© University of South Wales
© University of South Wales
© University of South Wales
We can probably
help… give us a
call! © University of South Wales
© University of South Wales
Dr Jonathan Deacon Reader in Marketing and Entrepreneurship
Ms Jacqueline Harris Senior Lecturer in Digital Marketing
University of South Wales Business School
© University of South Wales