City & Guilds Social Media Launch (inc ITA)

Social Media, IT Academy & Certifications

Tim BushMarketing Manager, Microsoft

Greg PearsonUK Lead, Microsoft Learning

Tim Bush Marketing Manager UK EducationMicrosoft

Social Media: Unlocking the Future of Marketing

@tbush

Overview

Traditional Marketing

New Marketing

Social Media Strategy

Conclusion

Questions

Traditional Marketing

• Reach and frequency• One to many

communication• Focussed on

interruption• Becoming unstuck!

Marketing is in Trouble…

Marketing is in trouble

• Messages reaching excessive levels! • Ad’s blocked• Monologue rather than dialogue is no

longer working• Ignore companies

Marketing is in trouble

• Product choices informed by friends, peers and trusted online sources

• Social media key driver!

• Traditional marketing can no longer dictate the path people take, nor lead the conversation

New Marketing

• Radical shift in mindset• Built around the concept of

engagement rather than interruption (add value)

• Social media sits at the heart of ‘New Marketing’

• Trust, authenticity and integrity is key!

Core Strategy: Share or Solve… Don’t Sell!

Strategy• Help core stakeholders become more

effective• Focus on engagement rather than

interruption• Identify, listen and engage with key

stakeholders online

InBound Marketing

Pull not Push

Social Media+ = InBound Marketing Model

Digital Activity

Content Permission Social Media SEO Measureme

nt

Content

• Create value add content

• Tailored to specific stages of the sales cycle

• Blog/Website is the hub

Permission• Value add content is

shared/promoted via advertising, DM/eshots and PPC

• Objective = obtain permission to receive more content

• Permission via RSS, Twitter, Facebook etc = develop reach

• With permission – each subsequent tweet or blog post provides frequency

• More effective and efficient than traditional techniques

• Its anticipated and wanted!

Social Media• Acts as a vehicle to

share content • Achieve reach and

frequency objectives• Most importantly –

offers ability to listen, engage, support and help community (New Marketing)

• Focus on helping community become more effective

• Social Technographics

Tools

Search Engine Optimisation• Large number of product searches

begin online – Bing, Google, YouTube, real time search (Twitter, Facebook)

• 1st Page SERP results for important keywords or phrases

• Create dynamic content tailored and optimised for these phrases

• On page and off page optimisation

Measurement

• Traffic• Influence (Klout)• Sentiment • Leads/goal conversion• Engagement –

comments, RT’s • Ongoing optimisation

Marketing Take Aways• Create useful/value-add content• Focus on engagement rather than

interruption• Listen, support and speak• Its not just marketing• Its not about the tools!• Its ongoing

Microsoft IT Academy & Certification

Greg PearsonUK Lead, Microsoft Learning@greg_pearsongreg.pearson@microsoft.com

Global I.T. job prospects are good

30%

Employment is projected to grow by 30 percent from 2008-2018 as firms continue to invest heavily in software and other information technology.

55%

Computer specialists accounted for 55 percent of the jobs in this industry in 2008, reflecting an emphasis on technical skills.

Computer engineers must continually strive to

keep their skills up to date. One way to do this is through professional

or technical certification.

** Bureau of Labor Statistics, Career Guide to Industries, 2010-11 edition

What working in I.T. meansNot just code development. The IT industry is host to a whole raft of job

titles.

Project managerAlso known as: product planner, project leader, master scheduler.

Technical salesAlso known as: sales manager, account manager, sales executive.

Systems analystAlso known as: product specialist, systems engineer, solutions specialist, technical designer.

Business analystAlso known as: business architect, enterprise-wide information specialist.

Software engineerAlso known as: application programmer, software architect, system programmer/engineer

Technical consultantAKA: IT consultant, application specialist, enterprise-wide information specialist.

Why Microsoft Skills Matter

$1.7 Trillion

IT Spend will grow to $1.7 trillion in 2013.

41.4 Million

IT jobs will grow from 35.6 million jobs in 2009 to 41.4 million jobs by 2013

51% of IT employment will be software-related

IT departments running the Microsoft ecosystem in these countries employ 42% of the IT workforce.

42%

51%

Source: IDC Economic Impact Study, Global, 2009

UK Employment Opportunities

500,000

The Microsoft UK ecosystem employs over

These employees account for 39%of IT related employment (2011)

IT and business professionals working with Microsoft products or services

In total Microsofthas more than 30,000 partners in the UK

Source: 2011 IDC UK Data & Messaging

New IT Skills for the Cloud

‘They'll need to be big picture thinkers, like someone who anticipates how executives might make better use of a Smartphone, rather than someone who just knows how to get corporate email onto the device…’

‘They'll need to be better business problem solvers… who sit with marketing teams and cook up new ways to use that software …’

And they'll need to be first-rate program managers, people who can drive projects to the finish, not just take orders and knock out the technical piece of it.’ – Bentley Curran, CIO, Brady Corp. InformationWeek interview

Cloud Skills Require New Cloud Courses

Shift to the Cloud will Create 14M New Jobs

Mobile Dev App Dev• 1BN Windows PC’s

WW• Unified UI and

experience across multiple platforms

• New business models

IT ProfessionalsBuilding on existing skills and technologies for hybrid and cloud environments

Private Cloud

Public Cloud

Cloud Skills

• Proliferation of mobile devices

• Enterprise and SME mobile business apps

• Integration with current software

• Virtualisation• Architecture• Integration

• Cloud Services Manager

• SLA’s, Security

Source: IDC Economic Impact Study,

MTA & MCP Pathways

Master

Expert

Associate

Microsoft Certified Solutions Master

(MCSM)

Microsoft Certified Solutions

Expert (MCSE)

Microsoft Certified Solutions Associate

(MCSA)

70-563: SharePoint 2010, Application Development

Microsoft Certified Solutions Developer

(MCSD)

Microsoft Technology Associate

(MTA)

98-361: Software Development Fundamentals98-363: Web Development Fundamentals98-373: Mobile Development Fundamentals98-374: Gaming Fundamentals98-375: HTML 5

How Does IT Academy Support You?

Tutor Readiness and

Upskilling

Cost Saving Curriculum

Tool and Resources

Industry Recognised

Certifications

Supporting IT Teaching and Employability

- MCT Membership

- Free MTA Tutor Guides

- MTA (20) & MOS (10) Starter Kits

- MS Press E-Reference Library

- Elearning Portfolio (350 courses)

- Free MTA Student Study Guides

- Academic Discounts on classroom curriculum

- Free Lesson Plans

Dreamspark Membership- Visual

Studio- Windows

Phone- Kinect- Robotics

Studio

Kodu, .NET Gadgeteer

- Academic MCP Pricing (£48 vs £99)

- Academic Site Licenses for MOS 7 MTA

- Qualifications mapped on to QCF

ERP £756

$43,750Total

estimated value of an individual

school/campus ITA

membership if these

products bought

separately

Greg Pearsongreg.pearson@microsoft.com