Online marketing and conceptual thinking - College 1

Online Marketing and Conceptual ThinkingFrom Marketing Student to Young Professional Lecture 1 – Introduction

Introduction Private & Company

What to do today? - What am I going to do?

- What is expected from you? Listening report Literature review

- Social Business Model

- PESO Model

- Possible trends (for your papers)

What am I going to do?Cooperate!

Lecture 1: Introduction

Lecture 2: WebPR & Personal Branding

Lecture 3: Online Reputation Management, case studies and Messaging House

Lecture 4: Guest lecture SEO?

Lecture 5: Pay Per Click, Socal Media (Rich Content), ELM model (!)

Lecture 6: Measurement!

Lecture 7: Recap

What do you want me to do? What do you want to learn this course?

What is expected of you? You have to write both a listening report and a literature review

Listening report: 1500 words (40%)

Literature review: 2500 words(60%)

• Both on topics of your choice

• Mind your bachelor thesis!

• Make it a starting point for yourself --> next week: Personal Branding

But first, some practice!Social Business Model

Social Business Model 1. Starting point

Searching for theme(s) (Lecture 1 and 2)

2. (Online) listening

What are society, policymakers and professionals talking about? (Lecture 1 – 4)

3. Content creation and storyteling (Lecture 2, 3 and 5)

4. Engagement PR and Social Media (Lecture 5)

5. Measurement (Lecture 6)

(Output = activities, outcome = brandvalue)

6. Results (Lecture 7)

(Leadership)

Social Business Model for Companies

Starting point

(Online) listening

Content creation

Engagement & SOME

Measurement

Results

PESO Model (paid, owned and earned media)

Using the PESO Model Paid media (advertising, sponsored tweets etc.)

Earned (shared) media

Owned media

Case study based on PESO Creating earned media by selecting ambassadors

and using their personal owned platforms.

To be continued.

Owned

Website EstherEigen kanalen EstherVerkiezingsuitingen

PaidZoekadvertenties

Facebook advertenties

Facebook gesponsorde

verslagen

Earned

RetweetsLikes of gedeelde

berichtenReacties op blogs

Traditioneel mediabereik

Example CDA leadership campaign 2014

A marketer’s main competence? Listening!But where… and how?!

Advantages Listening Report What is hot and what is not as regards to your theme?

> Provides you with information for your content creation

Content creation for:- Event announcements- Social media content - Storytelling

Case Study Listening Report

How to make a Listening Report? After selecting your theme :

Step 1:

Use a multichannel approach and map relevant blogs, websites, offline magazines, papers and thought leaders as regards to your theme.

Step 2:

Read what they are writing about your theme.

Step 3:

Summarize what they are talking about and write your Listening Report.

Suggestion: limit yourself to three sources per theme .

But… Why am I doing these things?Get inspired by The Golden Circle

The Golden Circle

Enough information. Start doing it yourself! Make your own listening report!

Possible trends for your essays - Social Business

- Storytelling

- Content marketing

- Mobile

- Practical Big Data

… et cetera

Select your theme, map your ‘playing field’ Map relevant blogs, websites, offline magazines, papers and thought leaders about your theme

Assignment for next week:Make your own ‘Golden Circle’• Why?, How?, What?• Read Ch. 12 (WebPR)• Work on your listening report