Prepared byHüseyin OğrakJune 2020

DIGITAL COLLABORATION &DIGITAL ADVERTISING TOOLSImproving efficiency while working remotely

CONT

ENTS

02

Most relevant digital advertising channels for your

work

05

03

Session for questions

06DIGITAL COLLABORATION

Most important digital collaboration tools

Q&A

ABOUT ME

01

DIGITAL MARKETINGQuick overview of paid and

organic marketing

04DIGITAL COMMUNICATION

Most important digital communication tools

DIGITAL ADVERTISING CHANNELS

ABOUT ME01Who is your speaker?

Digital Marketing Specialist for 8+ yearsLiving in VilniusWorking @ArcticAdventuresLinkedin: linkedin.com/in/huseyinograk/Email: huseyinograk@gmail.com

Hüseyin Oğrak

DIGITAL COMMUNICATION TOOLS02Most important digital communication tools

Getting Know Tools Better

Digital Communication Tools

Helps to improve communication between colleagues through● direct message● video/voice call● screen sharing● file sharing, etc.

Slack, Zoom, Workplace, Google Meet, Microsoft Teams.

Digital Collaboration Tools

Help teams ● organise● track● manage

their workloads, making it easier to work on projects together.

Trello, Asana, Jira.

Tools Do Both

Tools help teams to communicate and manage their projects at the same time.

Ryver, Basecamp.

Why Digital Communication Tools?

● Saves time● Increases communication● Files and messages are stored● No distance restriction

Most Used Digital Communication Tools

● Slack● Zoom● Google Meet● Workplace● Microsoft Teams

Slack

Slack is a communication tool that offers real-time messaging as well as the ability to archive, search, and share files.

600 000 organizations, 88 000 paying customers, 1 billion messages sent each week

The platform integrates with more than 1,000 external services and apps.

Slack has free version with limited of usage.

Slack

Workplace

Workplace by Facebook is a work communication platform that enables people to collaborate, communicate and work together.

It uses the same familiar tools and user interface with the popular social media platform such as chats, video calls, and groups.

Free version available with up to 50 group. Other plans starts from 4$ per person monthly.

Zoom

Video and web conferencing software. File sharing, screen sharing and screen recording.

Virtual backgrounds.

200 million daily users. *Ease of use.

Up to 1000 video participants, 49 videos on screen.

No free trial but basic plan allows to make up to 40 minutes calls.

Google Meet (Formerly Hangouts Meet)

Video conferencing and collaboration tools.

Fully integrated with other G Suite apps; Google Calendar and Gmail.

Host up to 250 person for free until September 2020.No time limit on calls. Hangout meets support 25 people per call.

Runs on the browser. No installation.

Real time captioning. Add subtitles.

Recording could be saved and stored in Google Drive.

Microsoft Teams

Microsoft Teams takes collaboration to the next step by eliminating emails in the workflow and functioning as the central communication hub.

With MS Teams, you can chat, share files, host, or accept conference calls (audio, video, or web conference) without leaving the app.

Wide integration option with other apps.

Free version available with limited usage. Other plans starts from 5$ per person monthly.

DIGITAL COLLABORATIONTOOLS03Most important digital collaboration tools

Most Used Digital Collaboration Tools

● Trello● Asana● Jira

● Monitor and organize tasks and projects● Delegate workload and workshare● Track progress ● Helps to keep up deadlines

Why Digital Collaboration Tools?

Trello

Trello is a collaboration tool that gives users a visual overview of what is being worked on, who is working on it, and how much progress has been made.

In the world of task management apps it is the digital equivalent of Post-It Notes and bulletin boards.

Free version available. Other plans start from 9.90$ per person monthly.

Asana

Asana is a universal solution for project and task management, which will automate some of your most cumbersome communication and collaboration tasks.

Project Segmentation & Prioritization, Project History & Permissions and Customizable Dashboards are most prominent features of Asana.

Basic plan is free up to 15 people. Premium plans start from 10.99$ per user monthly.

Jira

JIRA is a flexible project management deployed as either an on-premise or cloud-hosted, on-demand solution.

Team members can capture ,assign, or prioritize their tasks and activities.

Used more by software development.

Includes free trial version, premium version starts from 10$ per user monthly.

Tools Do Both● Basecamp● Ryver

Basecamp

Basecamp's platform allows users to organize contacts, people, delegate tasks, and monitor their progress.

Ryver

Ryver is an online team communication application.

It accommodates unlimited messages, guests, and users to be searched. It is an all-new way of implementing different types of approach, combined together.

More flexible and faster communication and collaboration of companies.

Free up to 6 users.

WHAT IS DIGITAL MARKETING

Quick Overview of Digital Marketing

04

What is Digital Marketing?

Digital marketing is any form of marketing products

or services that involves electronic devices.

What are they? Search Engine Optimization

Search Engine Advertising

Content Marketing

Social Media Marketing

Email Marketing

ORGANIC MarketingOrganic search; Organic search results are determined by search engine algorithms and are based on the merits of each site.

Organic social; Using free tools provided by each social network to build a social community and interact with it, sharing posts and responding to customer comments.

Paid advertisements sit alongside organic results and are bought rather than earned.

PAID Marketing

33

Organic and Paid Marketing

Organic Social

Paid Social

- Free - Long-term- Limited Reach- Competitive- Not precise- Delayed results

Organic MarketingPaid -

Efficient results -Reach Audience -

Measurable -Precise targeting -

Quick results -

Paid Marketing

36

Organic vs Paid

Global average time spend per users on social networks

Why is digital advertising important?

Why is digital advertising important?

Advantages of digital advertising

● Control brand message and delivery● Grow your opt-in network● Increase your content shelf-life● Reach a broad, targeted audience● Boost organic engagement● Gather more valuable metrics

How a Facebook ad looks

How a Facebook ad looks

How an Instagram ad looks

How a Twitter ad looks

How a search ad looks

WHAT CAN YOU USE DIGITAL ADVERTISING FOR?

TO INCREASE● Engagements● Page likes, followersTO PROMOTE● Calls for projects● Job vacancies● Events● News● Newsletter Updates● Achievements

DIGITAL ADVERTISING

CHANNELS 05Most relevant digital

advertising channels for your projects

Possible digital advertising channels for your projects

● Google Ads○ Google Search Ads○ Google Display Ads○ YouTube Ads

● Facebook Ads○ Facebook Audience Platform

● Twitter Ads

What is common among digital

advertising channels? ObjectiveBudget/BiddingDemographics TargetingRemarketingDevice targetingCreative

Google AdsSearch AdsDisplay Ads (+Gmail)YouTube Ads

Google Search Ads

How can you use search ads?

BrandingsPromoting events

Project calls

How display ad works?

PrinciplesTargeting

How EU communication officers can use this?

How display ad works?

PrinciplesTargeting

How EU communication officers can use this?

Facebook AdsFacebookInstagramMessengerStories

ObjectivesReachTrafficEngagementApp installsVideo viewsConversionsStore visits

TargetingDemographicsInterestsBehaviorsConnectionsRemarketingCustom AudiencesPlacementsDevices

CreativeCarousel: Create an ad with 2 or more scrollable images or video.Single image: Create up to 6 ads with one image each at no extra charge.Single video: Create an ad with one video.Slideshow: Create a looping video ad with up to 10 images.Collection: Feature a collection of items that open into a full screen mobile experience.

Example

Example

Example

Example

Example

Twitter AdsObjectiveTargetingCreative

TARGETING ON TWITTER

EXAMPLES

EXAMPLES

47% of internet users globally use an ad-blocker today. (Digital Information World, 2019)

Consumers now spend more than five hours a day on their smartphones. (AdWeek, 2018)

49% of people said they click on text ads. (Blue Corona, 2019)

66% of buyer-intent keywords are paid clicks. (Clever Clicks, 2018)

54% of consumers want to see more video content from a brand or business they support. (HubSpot, 2017)

1. Select the right content to promote

Content TypesUsefulInformativeInterestingBudget and prioritization

2. Select the right network for promotion

Google SearchFacebookYouTubeDisplayLinkedIn Twitter

3. Create compelling ad copy

A clear messageKiller call to actionRelevant eye-catching imageEmojisStatistics/FiguresReferences

4. Target relevant landing page

Deliver a clear, consistent message that mirrors your adsHave a clear call-to-actionPlace important elements in highly visible locationsPass the 3-second test

AD CONTENT MUST BE

VALUABLE

VISUALRELEVANT

What is success for you in Digital Advertising?

● More project applications?● Reach?● Social engagement?● More job applications?● More participants in events?● Awareness?● Website Visitors?

Metrics to follow

REACH IMPRESSIONS

ENGAGEMENTS LEADS

TOTAL PEOPLE REACHED TOTAL IMPRESSION

LIKES, COMMENTS, SHARES ACTUAL GOAL / RESULTS

BOUNCE RATE, AVG. SESSION DURATION

WEBSİTE VISITORS

COST CPC

QUALITY OF TRAFFICSESSIONS

TOTAL SPENDING COST PER CLICK

Different goals for different channels

5,408Link Clicks

5,408Followers

5,608Views

608Leads

5,608Likes

● What Else?

THANKSQ&A

Reach me on LinkedIn:linkedin.com/in/huseyinograk

USEFUL SOURCES FOR DIGITAL ADVERTISING

Hubspot.comSearchenginejournal.comSearchengineland.com