coe social publishing program - marketing session #1
TRANSCRIPT
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Marketing Session #1
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TIMELINE
ONLINE PROGRAM FOLLOW UP BEGINS
LAUNCH PILOT
OCT 1 OCT 5 NOV 1 NOV 15 DEC 1 DEC 15
SOCIAL CHANNEL PUBLISHING
LOCAL SESSIONS
ONLINE SESSIONS
ONLINE PROGRAM PHASE I ENDS
DEC 31SEP 28
FINALIZE TRAINING
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CULTURE
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OUR VALUES
• Informative
• Transparency
• Professionalism
• Trust
• Privacy
• Neutrality
• Non-policial / religious
• Direct / Straightforward
• Fun
• Entertainment
• Passion
• ETHICS
• ???
INPUT
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–Johnny Appleseed
“Type a quote here.”WHAT IS OUR STARTUP CULTURE? 10MIN - BRAINSTORM VALUES
2-MIN SHARE YOUR VALUES WITH THE GROUP
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COMMITMENT & CONTRACT
TIME
TASK
TRAINING
REPORTING
3-5hrs per week
Content . Analytics . Communications
Weekly - 1st month
Weekly - TEAMS Monthly - ALL HANDS
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MARKETING & COMMUNICATIONS
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MARKETING OVERVIEW
Marketing Activity
A Communications Plan
A Marketing Presentation - Who’s the audience?
Social Media Strategy - When & Where
Distribution Social Media Channels
Distribution Tools & Methods
Reporting & Analytics
Events & Traditional Media Targets
• Market to ONE profile
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establish
presence . relevance . awareness . engagement
Brand & Identity
Advertising
Social SharingConversations
Online ReferralsContent
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stakeholders message & content
vision & objectives
strategy & budget
process
timelines
data analysis
channels
engagement feedback
your strategy building
blocks
theme & brand
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The goal of social media is to turn stakeholders into a volunteer marketing army. -Jay Baer
WHERE
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plan A to Z think big - plan bigger
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vision & objectives
1
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OBJECTIVES DREAM BIG
• Student engagement =
• Content =
• Social Engagement =
• Social media reach =
• Sponsors =
• Ads =
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–Johnny Appleseed
“Type a quote here.”WHAT ARE YOUR OBJECTIVES? 15MIN - BRAINSTORM OBJECTIVES
2-MIN SHARE YOUR OBJECTIVES WITH THE GROUP
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360 Campaign
Events
Social Media
StoryTelling
PR
Engagement
Print TV
Radio
Space
Website
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INPUT
launch campaign
vision
the Startup vision
INPUT
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Target Quantity Description Responsbile Party
Text Content
Video Content
Social Media Channel
Engagement
Targets for 2016-2016 INPUT
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talk to me! stakeholders
2
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Target Market Research
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من الجمهور المخاطب؟
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who are we addressing?
GOV
WEBSITE
Individuals
EcoSystem
Universities
Media
Corporates
MENA Org.
Finance
INPUT
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–Johnny Appleseed
“Type a quote here.”WHO’S YOUR AUDIENCE?
15MIN - BRAINSTORM AUDIENCE 2-MIN SHARE YOUR RESULTS WITH THE GROUP
(FILL THE SPREADSHEET)
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stakeholder analysis
stakeholder group requirements (Influencers, language, content, engagement type)
Communication: (channel, frequency, call to action..
Arab youth in the Middle East - Universities
FB/Twitter/Instagram/Snapchat - Arabic, english, fun stories
Arab youth in the USA - Universities
Arab youth in the USA - Highschools
University administrators Globally
University Students - Palestine FB / Events / eMails / Raffles / Quizes / WoM
U Administrators - Palestine
Local influencers
Regional influencers
U Professors
News Agencies
EDU Policymakers globally
EDU Donors
INPUT
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who’s king?
content
3
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the content micro cycle
shorter attention spans
Hyper-connectivity
Fragmentation of demand and supplyMiniaturization of content, products, and services
Hyper-transparency
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messaging for the shrinking attention span
• CRAFT a strong narrative and have it reverberate across social news streams.*
• SHRINK
• format
• time
• distribution
• authority
• ENGAGE
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your message - content basics
• personality!
• visual
• authenticity - in writing
• relevance - to our audience
• consistency - in delivery
• collaborative - mentions
• simplicity - in layout
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Marketing Content
Channel Type Responsibilities
INPUT
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Content Categories
Category Type Sample
INPUT
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Content - Style
Style Sample
INPUT
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channels
4
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Ripple effect - drive traffic back to your domain
Ed Psych Site
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Walter’s hierarchy of needs - the user experience
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Walter’s hierarchy of needs - the user experience
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include traditional communication channels
+
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eMail / Newsletter / Annual Report
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Visitors by Country
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Channel Current (total) Target
Linked-IN
G+
Newsletters per group
Media Mentions
Website
Channels – who and how often INPUT
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BRANDING OVERVIEW
• Brand for Your Audience’s TasteAsset
Brand Strategy
Naming your site
Your startup brand attributes & values
Sub-brands
Colors, fonts
Style
Tagline
Launch Campaign
Marketing Collateral
Brand Manual
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IF YOUR BRAND WAS A PERSON, HOW WOULD YOU DESCRIBE HIM/HER?
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BRANDING RESEARCH
• Describe your brand attributes if it was a…Animal Car Family
INPUT
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YOUR NAME
Your audience
Your competition
Your sponsors
Available URLsBudget
Your name
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BRAND ASSETS
• List your assets, where you’ll use them and their formatAsset Use Format
Logo Website, print, video
INPUT
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6 fundamental emotions & (over, under) stimulation.
• Emotion meter:
• happiness (joy, satisfaction)
• surprise (amazement, curiosity)
• anger (rage, annoyance)
• disgust (loathing, boarded)
• sadness (grief, pensive)
• fear (terror, worry)
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GOOD NEWS FROM THE MIDDLE EAST
LENA KASSICIEHEn Writer
We are here to capture the vibrant voices of the Middle East. We want to unveil the flavors of its multiple cultures, to celebrate the spirit of its young entrepreneurs, to discover the gems of its environment and the vibes of its booming artists.
We are here to shed light on those invisible heroes crafting the Arab legends our grandchildren will someday read. Our ambitious goal is to inspire, to empower, and to connect our youth with local role models they can look up to.
We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.
We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to ..
TJ MISRAEn Writer
We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.
NOUR ALOULAr Writer
We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.
NAWARA CHAKAKIHead of Operations
We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.We are not just idealistswe know there’s a lot of good We are not just idealists: we know there’s a lot of good happening in the Middle East, and we’re on a mission to shout it out to the world.
Learn More Learn More
Learn More Learn More
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2. train
3. seed
1. create
campaign creation
first: listen
Sample
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campaign
implementation
youth volunteers partners
aspirational figures MEDIA
social media manager youth volunteers
5. monitor
4. launch
6. expand
newsletters fb campaigns
advertising SEO
website social media sites
newsletters Social Media campaigns
advertising SEO
social media manager youth volunteers
Sample
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MARKETING CAMPAIGN LAUNCH PROCESS
• List the steps to launching your campaignTask Owner Timeframe / date
INPUT
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engagement tools• Polls
• Surveys
• Sweepstakes
• Coupons
• User-Generated Photo, Essay, and Video Contests
• Pick your Favorites
• Quizzes
• Trivia
• Group Deals
• Blogs
• Games
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MARKETING MONITORING & REPORTING
• Tools used to monitor and reportTool Use Owner
INPUT
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Q3
Project Timeline
Communications workshop
Strategy Outline
Prioritize Stakeholder
Examine exiting channels & create a channel / message
matrix
Draft Communications
Strategy & budget
Develop the brand and Launch Campaign
Training program & Launch campaign
assets
1st phase Feedback & Adjustment first report
Project start
Project End 12 months from
initiation date
Deliverables
Client Review & Input
Incorporate feedback brand outline
detailed launch plan
Implementation oversight, analysis & adjustments
Q1 Q4 2016Q2
Sample
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SHARE YOUR TIMELINES
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ASSIGNMENT
1.If you don’t have a twitter account, set one up 2.Twitter & Facebook -
1.Share one takeaway from the session with the hashtag #Learn4Life #Palestine
2.Reference someone who inspired you in Palestine and why. use the hashtag #Learn4Life #Palestine & Copy @boostvip
3.Communications Plan Objectives4.Target Market Research5.Target Channels Plan6.Marketing Launch Campaign Ideas