1 / 28

Session 6 Create 1

Session 6 Create 1. Digital and Social Media Marketing Prof. Surya Mishra, SOM, KIIT University. This Media is different. You want Engagement Create conversations – don’t give statements You want users to talk amongst themselves You want to use the language of the media .

ulmer
Download Presentation

Session 6 Create 1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Session 6 Create 1 Digital and Social Media Marketing Prof. Surya Mishra, SOM, KIIT University

  2. This Media is different • You want Engagement • Create conversations – don’t give statements • You want users to talk amongst themselves • You want to use the language of the media

  3. This Media is same • Human emotions and appeals remain same • Maintain Brand parameters • Say the same things – maybe differently • Be relevant to the consumer • Your offering doesn’t change with the media

  4. Create • Know / Chose your audience • Know / Chose your media • Develop a high-impact headline – the big idea! • Use relevant images • Write body copy to create desire • Include a clear call-to-action

  5. Create where? • Web Development • Blogging • Adwords • Banner ads • YouTube / Vimeo etc. • Picasa / Flickr / Facebook etc. • Mobile Development • App • Web • SMS • Facebook / Twitter etc

  6. Communication • Appeal • Engagement • Persuasion • Brand Character • Body Copy – Persuasion, desire • Call-to-action • Call Now, Buy, “Do something”, “Go to your nearest dealer”, Log into the website, like the facebook page, write to the brand etc.

  7. Advertising Appeals • Sex – It sells! • Affiliation – most often used ad appeal • Nurture – cute animals / children • Aggression – desire to get even • Achievement – Celebs as projectors • Power – desire to dominate • Fear – what could happen

  8. Advertising Appeals • Attention– separate from Fame • Autonomy – Independence • Escape – Adventure • Safety – One of the basic human needs • Beauty – Attractive • Curiosity – Human tendency • Prominence – Fame

  9. Mascots Add to theBrand Character

  10. Web Development Some core considerations • Accessibility • barriers which might prevent users from accessing your website • Usability • how usable your website is to your users • Searchability • how your website can be found via search • Discoverability • how your website capitalises on social media to make it more shareable and discoverable

  11. Accessibility • Technical barriers • such as browser compatibility • Mobile view enabled • URL ease etc • Users ability barriers • language • sight problems.

  12. Usability • Standard conventions • Information architecture • Sitemap • Content

  13. Do’s and Don’ts • Highlighting key phrases and words • Using bulleted lists • Using paragraphs • Using descriptive/distinct headings • Never resize windows or launch the site in a pop-up. • Don’t use splash pages • Never build a site entirely in Flash • Don’t distract users with “Christmas trees”

  14. Searchability • Labeling things correctly: • URLs • www.clueless.com/index.html?action=prod&cat=4&prodid=28 • www.smartpets.com/products/collars/jewelled-collar • Alt Tags • Title Tags • Meta Data

  15. Design Considerations • Visual identity • how users know it’s you • Navigation • where they are and where they can go • Layout • Headers • consistent top part of a web page • Footers • consistent bottom part of the page • Credibility

  16. Managing Content • CMS • WordPress (www.wordpress.com) • Joomla(www.joomla.org) • Drupal(www.drupal.com) • Expression Engine (www.expressionengine.com)

  17. CMS considerations • Meta and title tag customisation • HTML tag customisation • URLs • static • rewritable • keyword rich • Customisable navigation • 301 redirect functionality • Customisableimage naming and alt tags • Robots.txt management

  18. Interactive Content • Flash • Silverlight • Air • HTML 5 with CSS and Java

  19. Terms

  20. Terms

  21. Terms

  22. Terms

  23. India Against Corruption

  24. Political corruption • 94 out of 176 Countries • >50% Indians pay bribes • 2005 RTI Act Scams • Commonwealth Games, • Indian Premier League, • Spectrum • Lokpal bill

  25. Anna Hazare • Anna Hazare • Arvind Kejriwal • Meeting with Sibal • Fast and Protests • India Against Corruption

  26. IAC on Social Media • In the first 4 days IAC had 116,000 fans • People created Facebook pages, • total online support was around 1.5 million people

More Related